Sam's chop hit is top of the pops

27 January 2012

Disillusioned with unAustralianism permeating pop culture, Sam Kekovich returned to bring Australians together over lamb this Australia Day.

Sam's 'chop hit' Barbie Girl, along with his traditional annual rant, went viral in the lead up to Australia Day with more than 575,000 downloads of the song on youtube. Sam's ramped up social media presence was also a big hit online, with his facebook page clocking up more than 36,200 'likes' .

There was also an online competition to win some of Sam's 'bling' - his striking light blue suit - which was a great success.

The campaign was supported by more traditional marketing activities.

Sam's television appearances included segments during the Today Show, A Current Affair, the Kerri Anne show and Australia's Funniest Home Videos, as well as the video clip being screened on Eclipse and Go. 'Barbie Girl' was also played during the NOVA Top 100 countdown and Sam delivered his annual rant during the Adelaide test match.

Retailers across the country displayed a range of pop-style marketing material for retailers including posters and a recipe booklet.

Woolworths supermarkets screened a "fresh market update" television ad with Sam and had in-store materials, and Coles ran an online competition and had Sam materials in-store.

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