Merrick Watts in new steak push for MLA

Merrick Watts has returned for a second year to promote red meat through a campaign to undo the stereotype that Australians ‘throw shrimps’ on the barbecue.

The new ad, created for Meat & Livestock Australia by BMF, features the Triple M presenter railing against the Paul Hogan fronted Tourism Australia campaign from the 1980s.

The ad is similar to the campaign’s first ad which went to air at the end of 2012. The campaign was BMF’s response to a brief asking for an “assertive” approach to owning the idea that you couldn’t have a barbecue without steak.

Watts became the face of the Meat & Livestock Australia campaign in 2012 after cold calling the organisation as part of a radio stunt to offer his services to promote red meat following Sam Neill being dropped as the organisation’s red meat spokesman.

The commercial is supported with outdoor, social media and point-of-sale.


  • Agency: BMF
  • Client: Meat & Livestock Australia
  • Brand Manager: Evelyn Lloveda
  • Executive Creative Directors: Carlos Alija & Laura Sampedro
  • Art Director: Patrick Chambers
  • Copywriter: Mark Carbone
  • Agency Producers: Sue Hind & Jenny Lee Archer
  • Art Buyer: Danni Robinson
  • Planner: Thomasine Burnap
  • Account Director: Enda Kelly
  • Account Manager: Ciaran Miller Stubbs
  • Account Executive: Rose Flowers
  • Production Company: Thick As Thieves


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