Meat and Livestock Australia (MLA) have followed up their popular Australia Day ‘Chopular Culture’ campaign by trying to persuade consumers to ’Chuck a Sunday’.

The campaign

Playing on the concept of the traditional Sunday roast, the campaign, by creative agency BMF, is aimed at of those who enjoy the simple pleasures of the weekend, such as cooking up a lamb roast for family and friends. 

By promoting the idea of the ‘mid-week’ roast, MLA encourages Australians to spend more time together around the dinner table, whilst enjoying an iconic Australian meal.

The campaign, which commenced on 15 April 2012, will be supported with television and online commercials, as well as radio competitions and in-store promotion.

Television

Following the success of the ‘Chopular Culture’ spots starring Sam Kekovich, this 30 second TVC entitled 'Chuck a Sunday with Lamb' shows a lamb roast lover recreating traditional Sunday activities, such as a leisurely jaunt on the ride-on mower through his office, via the butcher and back to his home to cook up his roast.

Website

MLA’s website The Main Meal provides the everyday chef with an array of lamb recipes to try mid-week, including cooking tips and tricks and nutritional information about red meat. The site also features ’How To‘ videos.
There is also a smart phone app (focused on beef) so guiding shoppers through different cuts of meat.

Video

Television spots are being supported throughout the campaign by a series of online videos which build on the concept of enjoying popular Sunday activities at the workplace, the first highlighting making freshly squeezed juice at your desk. Two more online videos are to be released as part of the campaign. The TVCs can be found on BMF’s Youtube channel.

Radio

NovaFM listeners are encouraged to tell the station how they would ‘Chuck a Sunday’ in their office to go into the draw to have a lamb roast cooked on-site for their workplace.

In-store

Supporting material, such as lamb recipe booklets, also look to educate people on what cuts of meat are best to use for a mid-week roast, including options for the time-poor and money-conscious.