Fancy a joint? A joint of lamb, that is.
To launch BMF’s campaign for Meat and Livestock Australia on the first day of spring, commuters across the country were met by hippies pushing plastic sachets of the sweet, green stuff - rosemary that it is. What better accompaniment to a delicious lamb roast or lamb wrap?
Local commuter hot spots across Sydney, Melbourne, Brisbane, Perth and Adelaide were targeted during the morning rush hour.
The new spring campaign launches nationally today as a 45 second TVC (featured), and will also be supported by point of sale, outdoor, and online.
Hippie Lamb Parties
BMF ‘Meat and Livestock Australia' Campaign for Spring
Trend Themes
1. Sustainable Food - Opportunity for disruptive innovation in developing sustainable food alternatives to traditional meat products.
2. Guerrilla Marketing - Opportunity for disruptive innovation in creating unconventional and attention-grabbing marketing campaigns.
3. Plant-based Protein - Opportunity for disruptive innovation in producing plant-based protein products as a sustainable and ethical alternative to meat.
Industry Implications
1. Food and Beverage - Opportunity for disruptive innovation in the food and beverage industry to create and market sustainable and plant-based meat alternatives.
2. Advertising and Marketing - Opportunity for disruptive innovation in the advertising and marketing industry to develop creative and unconventional campaigns that grab attention and engage consumers.
3. Retail and E-commerce - Opportunity for disruptive innovation in the retail and e-commerce industry to offer a wide range of sustainable and plant-based protein products to meet the growing demand of conscious consumers.