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Australia beef campaign counters Crocodile Dundee image

By Carina Perkins , 16-Nov-2012

A new campaign has been launched to tell the world that Australians like to throw beef, not shrimps, on the barbie.

The campaign, launched by Meat & Livestock Australia (MLA), is based on new research, which revealed that 77% of Australians considered steak to be traditional barbecue food, with just 9% saying that prawns were king.

“A barbecue without beef is not really a barbecue. This campaign is all about correcting the myth created when Paul Hogan [in the film Crocodile Dundee] told the world we throw shrimps on the barbie all those years ago,” said Andrew Cox, MLA’s group marketing manager.

The campaign features comedian Merrick Watts and is encouraging Australians to sign a petition to get the Paul Hogan tourism advert remade with the line “I’ll throw another STEAK on the barbie for you.”