Meat & Livestock Australia turns burly biker into chef mum

MLA’s "Easy Lamb Roast", which takes only 30 minutes to cook, is positioned as “So easy, it turns anyone into a mum” in the new campaign.

The campaign, which will run for three weeks from now, is supported by TV, out-of-home, in-store advertising, recipe booklets and an online cooking time calculator.

The 45-second TVC shows a burly biker who starts behaving like a mum after he cooks a lamb roast for friends.

Andrew Cox, MLA’s group marketing manager for consumer programmes, called the idea a great way to modernise perceptions of Australia’s favourite dish, which doesn’t have to be just for the big Sunday dinner.

“There’s nothing like bringing together two unlikely worlds to create comedy and impact,” said Carlos Alija and Laura Sampedro, BMF’s executive creative directors. “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.”

CREDITS

Agency BMF
Client Meat & Livestock Australia
Production company Jungle Boys
Post production Method