Australia Day 2016
This Year, Lambassador Sam Kekovich is joined by legendary newsreader Lee Lin Chin and a host of Australian icons for 'Operation Boomerang'. Their mission- to save Australians abroad from going without a lamb BBQ on Australia Day.
The Australia Day campaign will be supported on-air via a major radio partnership with Nova FM's Fitzy & Wippa show. Airing from Monday 11th January through to Australia Day, the hosts are showing their commitment to 'Operation Boomerang' by airing from London throughout the first week, and seeking out overseas Australians to be flown home for Australia Day and a lamb BBQ. Additional media spend will also see the ad pushed out across digital, social and TV, whilst PR will spread the message across earned media. In-store, product focused point of sale will deliver lamb BBQ inspiration, focusing on a selection of different cuts.
Spring Lamb 2015
The You Never Lamb Alone brand platform, built upon the insight that lamb brings people together, continues to reinforce Lamb as the meat of choice this spring. Launching on Sunday 13th September with TV on Channel 7 and 10, SBS and subscription TV in both metropolitan and regional Australia; online TV; out of home posters in shopping centres in proximity to key retailers and butchers; and point of sale material in butchers and supermarkets.
The second phase of the spring lamb campaign continued with DisasterChef, the competition to find Australia's worst cook. Fronted by celebrity chef George Calombaris and delivered through Facebook, the campaign is designed to reinforce lamb as the meat that brings people together – and demonstrates that lamb is versatile and simple to cook, even when your cooking skills are non-existent!
Autumn Roast 2015
Lamb remains the most loved meat by Australians. It is the one dish that people love to share with friends and family, especially when going back indoors during the cooler months. This Autumn we are encouraging people to get together with family and friends to enjoy a lamb roast. The campaign launched with a national TV commercial, roadside outdoor billboards, posters in shopping centres, social media and a 'You never lamb alone' event.
Click here for the campaign results