In this campaign, Sam played the role of his younger nephew, encouraging consumers to show their mums they care by cooking her a delicious lamb roast on Mother’s Day.
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 was 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 lamb roasts back onto contemporary cooking repertoires.
Posters, pack stickers and lamb roast cooking tips were displayed in participating supermarkets and butchers to remind consumers to serve lamb on Mother’s Day.
View the Mother's Day posters here (595KB, PDF)
View the Mother’s Day recipe pad here (112KB, PDF)