Sunny Queen eggs of Australia  has launched a PR campaign that takes aim at the British, asking consumers if they should replace the traditional Sunny Queen egg smile with a frown and rename the brand ‘Whinging Pom Eggs’

The campaign created by BCM includes print, online and a Facebook page, along with a spoof news report claiming the British have a ‘whinging gene’.

Leveraging the ‘whinging pom’ stereotype has a history in Australian advertising. M&C Saatchi created the ‘Poms will whinge’ campaign for British Council Scholarships four years ago which was banned by The Advertising Standards Board.