It started in England, with news that horse meat had been found in the nation’s burgers, sausages, mince and all sorts of other dishes that were supposed to be pure beef. Not our problem, we thought. Those poor consumers in Europe.
Then our clever academics at Stellenbosch University gave the South African nation a case of major heebie jeebies when they discovered that South African ‘pure beef’ products, including sausages, burgers and mince, had gone even further. Some of ours contained goat, donkey, horse and water buffalo imported from Asia.
Say what? The news left, well, a bad taste in everyone’s mouths, and created a ‘screaming goat’ meme that became a YouTube hit.
But those clever people at Fry’s, creators of vegetarian products that sizzle, hiss and splat just like the best of beef – without added donkey, goat, water buffalo and horse – took the opportunity to advertise their great-tasting meat alternative. Wally Fry has been making a yummy vegetarian product range since 1991 after considering the negative impact of animal agriculture on the planet.
With a minimal budget, copywriter Amy Auret and the team from Joe Public brought the thought of ‘Mmmeat’ and ‘screaming goat’ together in a surprising twist that has viewers reconsidering their meat-loving ways…
