BMF and Host on alert as Meat and Livestock Australia reviews creative

kekovich gangnam styleOne of Australia’s most high-profile creative accounts has gone out to pitch as Meat and Livestock Australia reviews its agency arrangements, Mumbrella can reveal.

The main duties on the account have rested with Enero-owned agency BMF for more than a decade, after the agency picked up  taking the account from the Campaign Palace in 1999.

Host is the rostered agency for the nutrition-focussed red meat component of the account after picking it up from The Brand Agency in 2010 following a competitive review which included BMF.

It is understood both agencies are in the mix for the new roster with at least two other agencies, with at least one believed to be part of a multinational network.

All agencies contacted declined to comment.

The move comes almost a year after Michael Edmonds took control of the global marketing department of the MLA, and it is thought a multi-national agency could be added in the roster as the agency looks to increase the international sales of Australian meat.

BMF is responsible for the flagship lamb and beef elements of the account for more than 15 years, with the Australia Day lamb campaign one of the most-anticipated elements of it.

In recent years they have employed Sam Kekovic to be the spokesman for the brand, with Kekovic urging parents to pass on the lamb love in this year’s campaign, and suffering from Lambnesia the year before. See a selection of the campaigns below.

DJ Merrick Watts has been the spokesman for beef for the last two years, recreating the classic Paul Hogan Tourism Australia ad two years ago.

The agency also made two hot air balloons shaped like Tony Abbott and then PM Julia Gillard to “kiss” above Parliament House.

The MLA has not to respond to Mumbrella’s request for comment at the time of publication.

BMF’s Australia Day lamb ads with Sam Kekovic:








Alex Hayes


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.