Creating a national tradition with your advertising is a major feat, but not an impossible one. Crafting an ad so powerful you only need one per year can be done by harnessing your brand, product and audience correctly. Humour is often used in advertising because it can be an effective way to grab the attention of viewers and make an ad memorable.
New year, new Australian Lamb ad!
Each year, Meat and Livestock Australia sends out a searing roast in honour of the Aussiest of meats - lamb.
The latest lamb campaign, "Un-Australia" comedically reminds us that being un-Australian, actually makes us Australian. In this alternate world, "Un-Australian" is not just "the worst thing you can ever call an Australian", but enough to make you disappear entirely. From dobbing and boasting, to eating a pie with cutlery, are all labeled Un-Australian as people are sent to an "infinite cultural exile".
The ad debuted early January after Meat and Livestock Australia research revealed 53 per cent of Australians believed the term
"Un-Australian" had become overused to the point of confusion.
Despite, or perhaps because of this, 45 per cent of survey respondents said they'd been hit with the label and 52 per cent said
they'd used it to describe something.
By listening to your audience and targeting their culture and behaviour, you can create a campaign that speaks to the masses and unifies
the divided, even carving a space within that culture for your brand.
If done correctly, you can achieve great cut through to make your brand the most prominent in your consumer's minds next time they
make a decision.
Want to know how you can craft a powerful marketing message? Call us today.
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're certainly entertaining
On paper, expanding a food brand between the US and Australia looks like a surefire win. Both are wealthy, English-speaking Western nations
with a massive appreciation for burgers, barbecues, and convenient dining.
Yet, the corporate graveyard is filled with cross-continental flops. Most recently, Australian favorite Guzman y Gomez (GYG)
conceded a $13 million operating loss and pulled the pin on its major US expansion plans, while the US chain Carl’s Jr.
plunged into voluntary administration within Australia.
For the last decade, we’ve all been obsessed with ranking #1 or at least the 1st page on Google. We’ve spent countless hours on SEO, backlinks, and keyword density on top of 'paying to play'. But if you’ve noticed the landscape shifting, you’re not imagining it.
We have entered the era of the AI-Answer Engine. When a customer asks a question like "Who is the best local provider for X?" AI platforms
like ChatGPT, Google Gemini, and Perplexity aren't just giving them a list of links.
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