Vegans under attack in Australia Day campaign

  • PopPress
  • January 12, 2016
  • Erin McKenzie
Vegans under attack in Australia Day campaign

An Australia Day campaign has gone viral for all the wrong reasons, and it's dividing the nation along the carnivorous line. 

The Meat and Livestock Australia (MLA) TVC, which has received nearly 443,500 views in three days has received dozens of complaints for bullying vegans.

The commercial features a scene in which a group of special agents torch an Australian’s apartment after he admitted to be a vegan.

Andrew Howie from Meat and Livestock Australia told ABC the scene was intended to be fun.

"The torching is metaphorical towards the kale in the bowl (on the table).

"It's in no way intended to be abusive or violent … what we are trying to do is increase lamb sales over the period."

This TVC is the lastest from MLA which supposedly “bully” vegans and vegetarians in an effort to sell lamb to Australian’s for their national day.

Sam Kekovich, the campaign's “lambasador”, has nicknames for vegan and vegetarians including “un-Australian”, “long-haired dole bludgers” and “soap avoiding hippies”. Tofu has also been referred to as the “greatest disaster to befall the [Australian] nation”.

But it’s not just MLA who poke fun at non-meateaters in its campaigns.

Arby’s in America offered vegetarians a help line while trying to tempt them with bacon.

Red Robin Restaurant called vegetarianism a “phase”.

​Pak 'n Save tricked vegetarians into saying a sausage was a carrot.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit