Alternative Meat Co. takes on MLA with launch of Australia Day ad
Alternative Meat Co. has released its Australia Day campaign, in an attempt to capitalise on Meat & Livestock Australia’s controversial ‘January’ lamb campaign and fire back at the notion that consuming meat is an intrinsically Australian activity.
Dave Hughes fronting The Alternative Meat Co’s Australia Day campaign
Released today, the Facebook video from Sydney-based PR agency Poem, is fronted by comedian Dave Hughes and coincides with the release of MLA’s ‘January campaign’, which notably steers clear of any mention of ‘Australia Day’ and instead pokes fun at the First Fleet and the notion of “boat people”.
In contrast, Alternative Meat Co.’s campaign references Australia Day, but hits back at the idea that eating meat on the national holiday makes you more Australian.
Well that was rubbish… Great idea to launch it as a reply to the annual MLA ad but the execution is horrible. The timing and poor execution will mean that it gains little traction or coverage as it it will be completely overshadowed by the ad it is being compared to.
Superb! The perfect antidote to annual MLA campaign. What I like most of all how it’s not saying Don’t Eat Meat, just think about eating less, which I think is a great message.
President Hughes…
I really thought this was funny but didn’t laugh – DH’s voice is waaaayyy to annoying…
Why’s the video so blurry?
I have no idea what I’m supposed to do. Who is paying for this confusion?
What a piece… of vegan propaganda…
Suffocating the planet…
I’m in Bendigo. Anyone know where Bruce is having his Barbie? Doesn’t the fact that there are captions say it all! Love the content just not the delivery. Give me Liam Hemsworth any day.
He is quite simply fucking unwatchable. His voice makes me want to eat my own ears. The script is rubbish too. Apart from that it’s great.
How’s the mood at Poem? Everyone patting each other on the back after that or just seeding positive feedback on various sites?
Thanks for explaining on an industry platform, your floored strategy for us idiots that couldn’t work out what you were trying to do.
Sometimes something so bad comes along it makes me feel better about my own advertising sins.