Man boobs and muffin tops targeted in Sumo Salad TVCs


Health fast-food chain Sumo Salad will launch its first TV marketing campaign at the end of this month, targeting unhealthy and overweight Australians.  

The Sumo Salad ‘Quit’ campaign is a parody of the Australian government’s anti-smoking initiative with the TVCs encouraging consumers to quit Muffin tops (extra flesh overhanging at the waist), moobs (man boobs) and cankles (overweight or swollen ankles which blend into the calf) by opting for a healthier alternative to junk food.

“With 62% of Australians now classified as overweight, it’s surprising that a lot of people don’t seem to see themselves in this bracket. By taking a more light-hearted approach to the issue, we want Aussies to face up to the fact that you don’t have to be obese to be unhealthy, muffin tops and moobs are all tell-tale signs of not eating a balanced diet,” said Luke Baylis, MD of Sumo Salad.

Three 30 second and 15 second TVCs feature in the campaign and will launch on Channel Nine on October 25.


The campaign was created by Sumo Salad’s in-house marketing team in collaboration with freelance agency Roller and design agency Maud.


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