In this new campaign, Sam plays the role of his young nephew, encouraging consumers to show their mums they care by cooking her a delicious lamb roast on Mother’s Day. The 30 second TV commercial is airing from April 28 until Mother’s Day in Sydney, Melbourne, Brisbane, Adelaide, Perth and Tasmania.
View the Mother’s Day TV commercial here (4 MB)
Roasts are the feature meal for the campaign following consumer research that showed younger families are not latching on to the traditions of their parents and grandparents by sitting down to a lamb roast as often.
As such, the commercial is supported with point-of-sale materials designed to remind consumers of how delicious and easy to make lamb roasts are, with the aim to get them back onto contemporary cooking repertoires.
Posters, pack stickers and lamb roast cooking tips will be displayed in participating supermarkets and butchers to remind consumers to serve lamb this Mother’s Day.
View the Mother's Day posters here (595KB, PDF)
View the Mother’s Day recipe pad here (112KB, PDF)