Meat & Livestock Australia imagines tasty lamb BBQ putting Oz back on the map
Australia has fired up the collective national barbecue to tempt tourists back through the aroma of succulent sizzling lamb after the world was turned upside down by the pandemic.
The brainchild of Meat & Livestock Australia (MLA), the patriotic campaign plays to the nation’s strengths in searing meat outdoors as a means of luring travelers back on to long-haul flights for a taste.
Reveling in absurdities, the satirical promotion opens with scenes of abandoned airports and a nation entirely cut off from the outside world, leading a fictional faculty of international studies to draw the line at Darwin and Tasmania. Only when a student discovers a ‘Made in China’ toy does the penny drop that a world exists beyond the ocean.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
‘Australian Lamb: The Lost Country of the Pacific,’ created by Accenture Interactive’s The Monkeys, focuses on the efforts of sports commentator and ‘lambassador’ Sam Kekovich, who sparks what looks like the ultimate bush fire from outer space but is in fact a coordinated cutlet-shaped smoke signal to catch the world’s attention.
The Monkeys’s creative director Scott Dettric said: “We’ve been exploring our backyard and generally being introspective, but as 2022 begins we are finally turning our attention towards reconnecting with the rest of the world.
“We’ve worked long and hard to put Australia on the map and we don’t want to become ‘the lost country of the Pacific.’ What better way to reunite with the rest of the world than luring everyone over to ours for a lamb barbie?”
The TV commercial is airing across Australia on free-to-air and subscription services, with complimentary coverage across digital, social and retail out-of-home (OOH).
The move to open up the country follows a campaign by Australian Lamb last year that exhorted Aussies to ‘make lamb, not walls.’