Moobs, muffin tops and cankles tackled in new ‘Quit’ parody ad campaign by SumoSalad

SumoSalad, the healthy fast food brand made famous for its marketing stunts, is now set to embark on another marketing campaign – this time targeting Australia’s muffin tops, moobs and cankles. 

Kicking off with a series of television commercials spoofing the Quit campaign, SumoSalad’s new marketing direction, created in-house, hopes to not only raise a few laughs, but highlight the serious issue of Aussies and their increased waistlines – a topic also currently being addressed by the Government’s Preventative Health Taskforce as Australia surpasses other countries as the fattest nation in the world.   

In line with the ‘every cigarette is doing you damage’ message but with chips, burgers and greasy chicken instead being the nasties, the SumoSalad ‘Quit’ campaign provokes Aussies to ponder if they could actually be victims to excess fat in unwanted areas. The ads communicate how even small amounts of junk food can lead to these sometimes humorous yet unhealthy body afflictions. 

Muffin tops (extra flesh overhanging at the waist), moobs (man boobs) and cankles (overweight or swollen ankles which blend into the calf), are the focus for three different 30 and 15 second spots, which will be released virally before hitting TV screens on 25th 

October on Channel 9 (metro areas nationally) and Prime (regionally). 

According to Luke Baylis, Managing Director for SumoSalad, there is a common misconception amongst Australians about what is actually considered overweight or unhealthy, which is what they?re trying to address through their new advertisements. 

Says Baylis: “With 62% of Australians now classified as overweight1, it’s surprising that a lot of people don’t seem to see themselves in this bracket. By taking a more light-hearted approach to the issue, we want Aussies to face up to the fact that you don’t have to be obese to be unhealthy, muffin tops and moobs are all tell-tale signs of not eating a balanced diet. The ‘Quit’ message we chose for the campaign is a great way to convey this as it’s easily identified by consumers and carries a serious message but still has the humorous angle to really drive the message home.”  

Created by SumoSalad’s in-house marketing team in collaboration with freelance agency Roller and design agency Maud, SumoSalad’s ‘Quit’ TVCs will be the first time the brand has advertised on Australian television with the ads airing from late October 2009.   

“The TV apots are just the beginning of our SumoSalad ‘Quit’ campaign which will involve many other elements and continue over summer and into 2010. Our mission is to improve the diets of all Australians and we’re really excited about the impact we can make – keep watching this space!” adds Baylis.   

The new campaign will be the latest in a string of mischievous campaigns undertaken by SumoSalad, who has become renowned for their clever and inexpensive marketing tactics which have helped the brand grow significantly over the last six years. Largely focused 

on taking on of global fast-food brands, previous stand out campaigns include staging a health protest outside the opening of Krispy Kreme in Victoria, a viral video parodying the McDonalds ‘Inner child’ TVC and a series of bus advertisements spoofing several fast-food 

chains. 

SumoSalad was founded in 2003 by young Aussies Luke Baylis and co-director James Miller. Starting out with just one store, they have now reached over 80 across Australia and also have stores in the UK, Dubai and New Zealand.