Up-and-coming Australian comedian Aaron Chen and vegan brand The Alternative Meat Co. (AMC) are taking the fight to Aussie meat culture with a string of hilarious videos.
The videos highlight the benefits of eating less meat through a flatulent character named ‘Carl the Cow’.
Each of the three videos tackles a different issue in a cheeky fashion, including livestock’s impact on the environment, health benefits of cutting back on meat and also animal welfare.
Carl’s adventures see him try to catch cow farts, find love on livestock dating app ‘Farmr’ and convincing the real people of a small town to eat grass.
Following the success of AMC’s Australia Day video in January, the series is aimed at feeding an increasing change in Australians’ attitudes towards cutting back on meat consumption.
The collection builds on videos AMC created with Dave Hughes pranking meat lovers and parodying Meat & Livestock Australia’s ‘Eat Lamb’ ad.
Chen was first made famous for his horribly awkward ABC interviews with Aussie fans during the Liverpool versus Sydney soccer match last year.
The campaign was built from research that found 3.9 million Australians are actively trying to eat less meat, with the number of us eating a mostly vegetarian diet growing by 36 per cent in the past three years.
When it comes to conscious eating choices, millennials are 59 per cent more likely to avoid or limit meat consumption compared to Gen X.
Dean Epps, general manager at Life Health Foods Australia (the creators of AMC), said: “Whether for health, animal welfare or environmental reasons, we want to encourage people to consider the amount of meat they eat each week and try an alternative. Every little bit counts.
“The Alternative Meat Co. wants to challenge people’s perceptions of meat alternatives and show that you really can enjoy healthier options with the added benefits that come with reduced meat consumption.
“We believe the plant-based lifestyle trend is bigger than any single industry, so rather than being fearful of change, it is time to embrace it.”
Rob Lowe, co-founder of the campaign’s lead agency, Poem, said: “Australian food culture is changing, so leveraging interest in meat consumption and using humour to discuss the benefits of cutting back is a no-brainer for the Alternative Meat Co..
“There’s so many passionate people for and against meat consumption that we’ve been able to own part of that conversation on an extremely cost-effective budget.”
Client: Alternative Meat Co.
Lead agency: Poem
Video production agency: Jack Nimble