BEEF producers have "steaked" their claim as the rightful kings of the barbecue.
Beef producers have drawn from the iconic Paul Hogan "throw another shrimp on the barbie" ad to "steak" their claim as the rightful kings of the grill.
Meat and Livestock Australia has launched a TV, radio and social media campaign fronted by Triple M radio host and TV personality Merrick Watts to "correct the myth".
Watts fronts the new commercial exhorting Aussies to "'throw another steak on the barbie" instead.
"I don't care if they think we wrestle crocs, ride kangaroos and wear stubbies as formal wear, but we don't even call it shrimp!" says Watts in the new commercial.
"This nation was built on beef."
Meat and Livestock Australia marketing manager Andrew Cox said: "Everyone knows if you don't have beef on a BBQ, you can't really call it a BBQ."
But the seafood industry is ready for a fight, preparing to shell out thousands on its own marketing campaign this summer.
Queensland Seafood Industry Association chairman Michael Gardner said: "They will need a decent campaign to displace prawns from the BBQ, that's for sure. Seafood on the barbie is iconic."
A national promotional strategy was being drawn up and would be rolled out over the summer months to boost fish and shellfish sales, he said.
But the numbers are with the beef eaters.
A Galaxy Research poll of 1250 people last month found 77 per cent believe steak is the traditional Aussie barbecue food, compared with 9 per cent who went for prawns.
Read more on the Courier Mail.