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Integrated
Beef: Throw another steak on the barbie
CASE STUDY: BMF Australia turned a decline in steak sales into a matter of national pride and used a tourism ad to sell more beef.
Since an Australian tourism ad starring Paul Hogan ran in the US in 1984, Australians have been teased with the line 'Throw another shrimp on the barbie'. Aussies hate it - they call it prawn (not shrimp) and they rarely barbecue it. To win back the hearts of Aussies, the agency empowered them to fight this stereotype and demand a remake of the original ad - with the more accurate line, 'Throw another STEAK on the barbie'. Pretty soon, the nation was not only barbecuing steak again – they were declaring their love of it to the whole world.
Managing Partner - Stephen McArdle Related |
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