Everyone in This Ad (and Who Worked on This Ad) Was Paid in Meat

Restaurant tests the limits of barbecue bartering

Ah, the barter system, humanity's oldest economy. And it's alive and well in the modern marketplace—at least if you're using slow-cooked meat as currency.

Canadian restaurant chain Montana's Cookhouse & Bar has created an entire ad paid for with meat to promote its Best of BBQ Sampler. The crew offered Montana's smoked meat spread to a wide range of merchants in exchange for goods and services ranging from massage and yoga lessons to a manicure and permanent tattoo.

Even the ad agency (One Twenty Three West) and production company (OPC Family Style) agreed to work on the project in exchange for barbecue. 

When the crew went door to door, not everyone said yes. But they seemed to have a pretty good success rate, and it's good to know that if I'm ever strapped for cash and need an MMA lesson, I can always bring a billfold full of brisket.


Agency: One Twenty Three West

Client: Montana’s Cookhouse & Bar, Cara Operations

Creative Directors: Rob Sweetman, Bryan Collins

Art Directors: Rob Sweetman, Paul Riss

Copywriter: Bryan Collins

Account Services: Christina Tan, Scot Keith

Production Company: OPC Family Style

Director: Max Sherman

Director of Photography: Kiel Milligan

Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault

Producer: Dwight Phipps

Editor: Oleg Jiliba

Sound Design, Music: Six Degrees