COMMENT
Virgin Australia's piggy back on Air New Zealand's smart publicity campaign around the Impossible Burger is clever, and a sign of much meatier fodder to come.
The Australian carrier has taken a pop at the Kiwi airline's synthetic offering to business class passengers flying to Los Angeles by appealing to New Zealand meat producers to supply its transtasman flights.
"You'll probably never believe it, but over the Ditch lies one of New Zealand's biggest fans. They go by the name of Virgin Australia," the social media campaign says.
The appeal to the Kiwi farming heartland is tongue in cheek but its timing is interesting and has more serious undertones.