With exquisite timing, Poem has joined in the hot topic of the moment, The Monkeys’ 2017 You Never Lamb Alone ad for MLA.

The Facebook video actually targets early Eat Lamb campaigns by Meat and Livestock Australia, which were famously fronted by Sam Kekovitch, whose stance was uncompromising – not eating lamb is un-Australian.

Poem’s ad highlights the increasing number of people in Australia looking to eat less meat and encourages people to try something alternative this Australia Day.

Dean Epps, general manager at Life Health Foods Australia, the creators of the AMC brand, stated, “As Hughsey correctly references, ‘it doesn’t need to moo to be true blue’. Our country has some of the most diverse foods in the world available so why not throw something Vego on the Barbie this Australia Day”

The Facebook led content idea is Poem’s second phase of the AMC launch. It is supported by publicity, Facebook media, retargeting and native content with Junkee.

Rob Lowe, co-founder of Poem, noted, “The goal was to tap into an ongoing and relevant national conversation about changing food trends and meat consumption, giving a voice to the Millions of Australians out there who are leading an increasingly more meat free, alternative diet.

The challenge we set ourselves was to create a campaign that would raise the debate in an engaging, shareable and significant way, whilst increasing awareness of The Alternative Meat Co’s new innovative plant based product. It’s great example of our approach to humanising PR and social media by injecting culturally relevant concepts that people care about, into brand communications.”

The new work has a tough act to follow. The launch video received more than 1.4 million views, 11 thousand shares and 3.8 thousand comments with an organic reach of over 65%.

Don’t you wish your campaign got 800k views in 3 days like Poem’s

Credits

Client – Life Health Foods

Brand – Alternative Meat Co.

Creative, PR and social agency – Poem

Video production – Ideosphere