Much loved Australian housewife Dame Edna is encouraging the women of Australia to eat more red meat. The campaign is the work of creative agency BMF and Meat and Livestock Australia (MLA).
BMF looks after creative for MLA's beef division while The Monkey's are responsible for creative of the organisation's lamb arm.
Titled 'The Iron Lady', the campaign hopes to jerk women into action, as Edna cites the importance of incorporating beef in our everyday diet to keep us lean and in our prime.
The tongue-in-cheek YouTube clip opens with Edna exclaiming, “I've got a commercial to shoot, quick Donald, grab my pussy” she then fleshes out the meaty issue of low beef intake by Australian women.
The ad addresses MLA's report which found that one third of the country's women have low iron, and while many are turning to leafy greens, Edna asks that we give meat a go as “it won't give you wind like a spinach smoothie.”
The clip runs alongside a wider 'mid-week meal' online content push which offers a range of recipes including beef which can be prepared in under 15 minutes. 'The Iron Lady' will run for a month.
MLA has garnered a lot of attention in recent months launching innovative campaigns which celebrate diversity and take an udder-ly different approach.
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