Merrick Watts fronts steak on the barbie campaign

merrick steakFive months after cold calling Meat & Livestock Australia as part of a radio stunt to offer his services to promote red meat, Merrick Watts is the face of a new marketing campaign for steak.

The campaign features Watts resurrecting the celebrated Tourism Australia campaign fronted by Paul Hogan and attempting to eradicate the phrase “Throw another shrimp on the barbie”.

steak on the barbieThe project came about after Watts – who co-presents the Merrick & The Highway Patrol drivetime show on Triple M – called the MLA when Sam Neill was dropped as the organisation’s red meat spokesman.

July’s phone call:

At the time MLA’s Andrew Cox, group marketing manager for consumer programs at MLA promised to meet with Watts.

This weekend, MLA launched the new campaign. Watts is fronting a petition aimed at persuading Tourism Australia to remake the ad.

Updated: Since publication on Friday, the video has already had more than 600,000 views on youTube. In the main this came as paid pre-roll although the campaign has now switched to seeking organic views. The ad also began to air on TV on Sunday night.

The campaign asks supporters to go online to sign the petition calling for the ad to be remade. BMF is the agency behind the campaign.

The original 1984 Paul Hogan ad:

Cox told Mumbrella that 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.


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