Will Laurie Lawrence do for beef, what Sam Kekovich has done for lamb?

Tim Burrowes

February 3, 2009 5:18

Ad agency BMF is hoping that Laurie Lawrence can do for beef what Sam Kekovich has done for lamb, with a new TVC designed to persuade Australians to try new recipes.

The strategic insight that BMF is addressing is that many people stick with classics like spaghetti bolognese, rather than straying out of their recipe comfot zone. The agency is hoping that swimming coach and motivator Laurence will lead the public to reassess what they can do in the kitchen.

The casting is clearly with the aim of Laurence bringing the kind of longevity to the role of brand ambassador for beef that Kekovich has done for lamb, which also falls under the Meat & Livestock Australia umbrella.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Slammin Sam 3 Feb 09

It works for me. It feels like part of the same family as Sam Kekovich, but not a clone. And the script feels real. Laurie actually seems to mean it – and make me want to try something new. Mind you, he also makes me fancy spag bol too.

And before we get into the same tedious groove as Campaign Brief, no I don’t work for BMF.

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