# Hippie Lamb Parties BMF ‘Meat and Livestock Australia' Campaign for Spring By Ben Wallington | Published 2009-09-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bmf-meat-and-livestock-australia References: [themainmeal.au](http://www.themainmeal.com.au/index.htm) 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](https://www.trendhunter.com/trends/innocean-berlin) - rosemary that it is. What better accompaniment to a delicious [lamb roast or lamb wrap](https://www.trendhunter.com/trends/lamb-from-ireland)? Local commuter hot spots across Sydney, Melbourne, Brisbane, Perth and Adelaide were targeted during the morning rush hour. The [new spring campaign](https://www.trendhunter.com/trends/beef-association) launches nationally today as a 45 second TVC (featured), and will also be supported by point of sale, outdoor, and online. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 65% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Sustainable Food:** Opportunity for disruptive innovation in developing sustainable food alternatives to traditional meat products. - **Guerrilla Marketing:** Opportunity for disruptive innovation in creating unconventional and attention-grabbing marketing campaigns. - **Plant-based Protein:** Opportunity for disruptive innovation in producing plant-based protein products as a sustainable and ethical alternative to meat. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for disruptive innovation in the food and beverage industry to create and market sustainable and plant-based meat alternatives. - **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. - **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. ## Related on Trend Hunter - [Influencer-Led Livestock Campaigns](https://www.trendhunter.com/trends/australian-good-meat.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md) - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md) - [Lamb-Free Easter Roasts](https://www.trendhunter.com/trends/no-lamb-roasting-joint.md) - [Boomer Cannabis Campaigns](https://www.trendhunter.com/trends/im-high-right-now.md) - [Illustrative 420 Campaigns](https://www.trendhunter.com/trends/420-campaign.md) - [Expansive Meat-Free Food Campaigns](https://www.trendhunter.com/trends/meat-free-made-easy-campaign.md) - [4/20-Inspired Pizza Promotions](https://www.trendhunter.com/trends/pizza-pizza-2.md)