UM Sydney creates smoking hot visual for Meat and Livestock’s Beeflex poster site

UM and client Meat & Livestock Australia have installed unique technology to a poster site which creates the effect of a smoking great Australian Beef barbeque. The campaign launches this week.

The site has been unveiled in Sydney and will be complemented by roadside poster sites and bus shelters that will waft iconic summer barbeque scents to attract interest from pedestrians.

The campaign kicks off Meat & Livestock Australia’s summer campaign supporting Beef sales.

Says Hugo Cutrone, associate communications director at UM Sydney: “Our target for Beef is always grocery buyers but for this campaign we needed to have a separate strategy to target men. The winter season sees most cooking activity move to inside the home. This summer we are asking men to step up to the plate and reclaim the grill with Beef.”