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If you’ve ever been to Argentina, you’ll know what a beef obsessed country it is. But in recent years, something’s changed. Century-old barbecue houses are shutting down and being replaced by trendy vegan restaurants serving tiny portions of mod-food in big white plates. Beef is steadily losing its place of privilege. So when Paty, the country’s oldest brand of beef burgers came to us for a re-launch campaign, we decided to go beyond just burgers, and rise up in defense of Argentine meat instead.
Of course, being an Indian this campaign is the advertising equivalent of burning my passport.
Apart from the TV spots, we also gave the brand a re-haul. Here’s a note that explains the evolution of the Paty cow.
If you’ve ever been to Argentina, you’ll know what a beef obsessed country it is. But in recent years, something’s changed. Century-old barbecue houses are shutting down and being replaced by trendy vegan restaurants serving tiny portions of mod-food in big white plates. Beef is steadily losing its place of privilege. So when Paty, the country’s oldest brand of beef burgers came to us for a re-launch campaign, we decided to go beyond just burgers, and rise up in defense of Argentine meat instead. Of course, being an Indian this campaign is the advertising equivalent of burning my passport.
Apart from the TV spots, we also gave the brand a re-haul. Here’s a note that explains the evolution of the Paty cow.