Meat & Livestock Australia (MLA) has launched its annual winter beef campaign with an irreverent ad, showing how Australians act in the "harsh" 19-degree winter and promoting beef as the perfect seasonal food.
The campaign shows Australians proudly
sporting a range of typically daggy clothes like snuggies and ugg
boots in a bid to stay warm. It's voiced by infomercial legend Tim
Shaw and poses questions such as "Who'd venture out in a nanna
rug and risk being seen by a co-worker? A cold Australian", and
"We'll proudly sport an outfit that says "I'm warm. And I
love an infomercial bargain".
It also says 'Who'd wear uggies,
shorts and a high school jersey [or should that be guernsey?] when it's a freezing 19 degrees? We
will". That's 19-degrees celcius for any of our The Americas cousins reading this. It then goes on to describe how beef is
the ideal winter food and promotes its microsite,
nothingbeatsbeef.com.au.
The new push, which launched last night, follows MLA's summer 2012 campaign, which was fronted by Triple M radio host Merrick Watts. It will feature television and out-of-home executions, with 250 "temperature responsive" sites that will dispense different recipes to consumers with smartphones based on the conditions of that day.
MLA consumer marketing manager Andrew Cox said: “When cold weather arrives consumers crave warming meals, and beef is the perfect winter food because it satisfies those cravings.
"We’re leveraging that association and reminding people of beef’s versatility, with recipes for a wide variety of meals from quick-cook curries to casseroles and roasts.”
It has been created by the company's long-term creative agency, BMF Sydney. The brand has become synonymous in recent years with humorous advertising thanks to campaigns including the Australia Day 'Lambnesia' push featuring Sam Kekovich, which launched in January this year.
What do you think of the new ad? Let us know your thoughts in the comments below.
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