BMF’s ‘Chuck a Sunday’ campaign for MLA
For those who wish to recreate that magical Sunday moment, Meat & Livestock Australia (MLA) are asking people to take a piece of the working week back, and to Chuck A Sunday.
That way we can get back to what really matters: a delicious family dinner, and that special Sunday feeling.
MLA’s marketing manager, Andrew Cox, said: “We know a lamb roast brings people together like no other meal and this is a fantastic way to extend its consumption into the mid-week.”
BMF’s joint executive creative directors, Carlos Alija and Laura Sampedro, said: “The creative challenge was to convey the Sunday spirit in a regular weekday through every single element of the ad.”
The campaign launched with a 30-second TVC and is supported with print, radio, online and in store.
Credits
Creative Agency – BMF
Director – David Wood
Production Company – Film Construction
Post Production – Heckler
Media Planning and buying – UM
Client – Meat and Livestock Australia
29 Comments
Nice strategy. Perhaps the year two work will be stronger.
Brilliant. Love them all. Any more?
Great strategy, there’s a nice idea in there somewhere. DIdn’t make me feel any of the feelings that Sunday should make you feel. Just a few scenarios that feel like they’ve come from focus groups.
Love it!
Awesome. Nice art too!
How do we sell more lamb roasts? I know. Let’s create a pretty ordinary spot and tell people to cook a roast midweek because that’s never occurred to them before. Nice strategy? Sheep’s arse.
I find them confusing and frankly not that funny.
If I was a client am sure I’d be asking for better word associations than “chuck” with my food product.
Who else was waiting for the blood to splatter on that girl’s face when he drove passed on the mower? Mad Men stylz.
The ones set completely in the office don’t really make sense.
Yes they work in terms of choosing to turn a workday into a Sunday, but not in terms of how I should then choose to cook a roast for dinner rather than something else.
I like the strategy. Obviously roasts are Sunday’s meal. Sell 1 a week or open up the week and sell more. FUNNY song too!
Good simple strategy, and fun too. Music is great. I like these.
‘Like’
Excellent music choice.
I’m with Zizek.
15’s don’t work.
Think there must have been a better line than “Chuck a Sunday” too to get the message across.
Best thing out of BMF in ages.
I think this is a bit of fun.. Looks good, Music choice makes me laugh. 1000 times better then red meat work.
Good strategy. I feel like a roast now.
On fire Woody. Great stuff.
Those criticising the use of the word ‘Chuck’ remind me of those clients who would be happy if only you’d pluck the damned idea out of an ad. Perhaps these critics aren’t aware of the phrase ‘Chuck a Sickie’, which would seem to be where the line ‘Chuck a Sunday’ has its origins. 6:43, you are an idiot. It’s not even remotely about regurgitation.
This campaign has a good strategy with slightly weak execution but can only improve if the agency sticks to its guns and perseveres into a second and third season. Like The Campaign Palace AMLC work of the late 80s- early 90s, huh Warren &Co?
The launch spot is great! Agree with comments on the 15″s. I love the line. It’s fresh. Music is great! Well done BMF. It’s about time you pulled your finger out. We missed you!
Do it again.
Chuck a sickie still not a particularly nice association in a food category and both the “idea” and execution need a lot more help than playing with the vernacular to be genuinely engaging …good strategy shame about the rest.
Drink a single malt. You both deserve it.
Can’t believe you got the rights to that song.
Strategy is really strong, good to see some solid strategic thinking once again.
Executions were more ham than lamb, shame as it could have picked up loads if done more tastefully.
Well done, good work.
Enjoyed it. BMF´s back!
would’ve loved to see what a decent director did with this idea and strategy. seems like a horribly wasted opportunity to me.
Love your work guys
So glad you industry people think this ad is good – average Joe here wondered what it was about, and looked for a site like this to explain it. Well done.
What is the song used in the ad???