Ever since an Australian tourism TVC ran overseas in 1984, Australians have been teased and mocked with the line 'Throw another shrimp on the barbie'. Despite the success of the ad, Aussies HATE this line: they call them ‘prawns’ (not shrimp) and they rarely barbecue it.

The idea was to rally Australians to sign a petition and get the 1984 tourism ad remade with the more accurate line, ‘Throw another STEAK on the barbie’. We created a social movement that saw consumers turn into advocates, and fight on behalf of our product to change the stereotype they hate so much.

-53,178 people signed the petition

-Facebook fanbase tripled from 27,023 to 83,345 without incentive

-Facebook content was liked, commented and shared over 850,000 times

-Facebook fans generated 19m impressions via interactions with the page

-Aussies shared the campaign with 124 countries to set the record straight

-During the campaign period, steak sales in Australia increased 3% (we can’t give a sales figure, but it equates to a lot of steak and dollars!)

The campaign caught the imaginations of fans and some started their own movements in support – like getting the ‘Big Prawn’ tourist attraction changed to a ‘Big Steak’.