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.
Australia Day 2015
This year on Australia Day, iconic cricket commentator Richie Benaud is asking his mates over so he doesn’t lamb alone. Sam Kekovich, Billie Birmingham and Ita Buttrose as well as Australian historical icons including Captain Cook, will be brought together by lamb at an Australia Day BBQ at Richie’s place. The campaign launched with a teaser during The Cricket Show on 6th January followed by an exclusive TV commercial launch on the Today Show on the 9th January, and all form part of a social, online and event integration.
The campaign includes: