BMF is behind a new campaign for Meat & Livestock Australia that turns hardened bikers into soft mum-like characters.
The campaign is promoting Easy Lamb Roast, a mini roast that can be cooked in 30 minutes, with the tagline ‘so easy, it turns anyone into a mum’.
Andrew Cox, MLA’s group marketing manager of consumer programs, said: “This is a great way to modernise perceptions of Australia’s favourite dish. It doesn’t have to be just for the big Sunday dinner.”
Carlos Alija and Laura Sampedro, BMF’s executive creative directors, added, in a statement: “There’s nothing like bringing together two unlikely worlds to create comedy and impact. 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.”
The campaign includes TV, out of home and in store advertising.