Friday, March 02, 2007


BMF Sydney and Meat & Livestock Australia (MLA) are encouraging mums and dads to ‘surprise the kids with beef tonight’ launching a major new advertising and promotional campaign for Australian beef.
The message is simple: kids love beef, and even better, it’s a valuable source of the iron they need.
Says Warren Brown, Executive Creative Director of BMF: “The ad shows how kids can have very strong, different views on what they like, but one thing they agree on is that beef meals like Bolognaise and Meatballs are firm favourites”.
The TVC was shot ‘ad-lib’ – the kids were not given a script but rather spoke naturally about the things they love, including beef.
The TVC campaign will launch this Sunday 4th March nationally, supported by a large scale point-of-sale campaign in butchers and supermarkets with the message ‘surprise the kids with beef tonight’ in bright, colourful party themes. To help parents with meal recipes for those favourtie kid dishes, a second, larger 12-page edition of Entice magazine has been produced to be distributed exclusively through butchers.

Executive Creative Director: Warren Brown
Art Director: Justus von Engelhardt
Copywriter: Michael Canning
GAD/Account Manager: Julie Burke/Ruth Sell
Agency Producer: Whitney Hawthorn, Christina Wilmot
Director: Dena Ashbolt
Production Company: Republic Films
Strategic Planner: Gerry Cyron


Anonymous Anonymous said...

'Surprise the kids with beef tonight'

Probably the funniest tagline I've heard in years.

11:44 AM  
Anonymous Anonymous said...

Now that's good!

3:19 PM  
Anonymous Jenny Ball, London said...

Way to propagate stereotypes guys. genius.

12:19 PM  

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