Meat & Livestock Australia teaches Aussies how to cook like Mum with Easy Lamb Roast via BMF
BMF 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
4 Comments
Average at best, but a drastic improvement on that appallingly bad Marco Pierre White drivel that was served up recently.
What your Mom would feed you, if your Mom were a man…
I quite like it.
How to make a Spanish TVC:
No dialogue, slow motion vignettes cut to an emotional track. .. éxito!