MEAT AND LIVESTOCK AUSTRALIA
Throw Another Steak On The Barbie
Due to a joke in an old Tourism ad, the “Throw another shrimp on the barbie” phrase has plagued Australians for years. We don’t call them shrimp and the barbie is for steak. We set out to right this wrong and petitioned Tourism Australian to remake the old ad and set the record straight with the rest of the World. Surprisingly, Aussies really got behind it…
We launched the campaign with a TVC, starring comedian Merrick Watts, to encourage Aussies to get behind the campaign to set the record straight.
We created a petition that could people could sign online or in butcher shops across the nation. We also created downloadable supporter packs that included posters, stencils and social badges so people could share their support for the campaign.
Due to high demand via our social media channels we ended up creating bumper stickers to mail out to fans.
In the end, we created our own ‘tourism ad’ that rectified the famous line and gave our supporters something to share with their friends via their social channels. The video was viewed in 124 countries across the world and finally set the record straight.
YouTube’s Top 10 viral ads of the year
Beef Australia’s facebook fan base tripled
13+ million social media impressions
Over 50,000 people signed the petition
3% national increase in steak sales - the most successful beef campaign ever
