Meat & Livestock Australia teaches Aussies how to cook like Mum with Easy Lamb Roast via BMF

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Like a mum.jpgBMF has launched a new TVC for Meat & Livestock Australia and its ‘Easy Lamb Roast’ – smaller mini roasts which can be cooked to perfection in as little as 30 minutes.

 

The new campaign sees the product positioned as “So easy, it turns anyone into a Mum”. The campaign is headed by 45 and 30-second TVCs directed by Jungle Boys’ Scott Pickett. They show a burly biker who starts behaving like a mum after he cooks a lamb roast for friends.

Says Andrew Cox, MLA’s group marketing manager – consumer programs: “This is a great way to modernise perceptions of Australia’s favourite dish. It doesn’t have to be just for the big Sunday dinner.”

 

Says Carlos Alija and Laura Sampedro, BMF’s executive creative directors: “There’s nothing like bringing together two unlikely worlds to create comedy and impact. It was important that while this ad was fun and light hearted it had a touch of humanity and authenticity. We ended up street casting most of the bikers and were amazed to see the mum in all of them.”

 

The campaign includes TV, out-of-home and in-store advertising, recipe booklets and an online cooking time calculator.

Agency: BMF

Client: Meat & Livestock Australia

Production Co: Jungle Boys

Post Production: Method