The highly anticipated summer 2022 Lamb campaign launched Monday 10th January 2022, showing Australia reuniting with the world over Lamb after almost two years of isolation from other nations.
MLA’s summer Lamb campaigns have built a strong legacy of highly topical advertising and thought provoking creative, which has generated widespread conversation and publicity for Australian Lamb. Summer is a key time for Australians to get together with friends and family over a meal or barbeque. For Lamb to capture this key sales occasion, it is imperative that the campaign not only creates talkability for the brand, but encourages purchases when shoppers are making their key protein choice across retail and food service environments.
Building on the ‘Share the Lamb’ brand platform, the 6-week integrated campaign reflects upon how Australia has become isolated from the rest of the world due to strict international border closures during the pandemic.
The long form advert follows a world explorer and their student apprentice protégé, as they rediscover that there is a whole world outside of ‘fortress Australia’. Inspired by the tantalising sight of Australian Lamb, the ultimate unifier, the duo cultivates a plan to get Australia back on the international map with the help of Lambassador, Sam Kekovich.
The TVC highlights how Australians are stronger and better when we come together. To ensure Lamb’s relevancy to consumers, the campaign also demonstrates the ease and versatility through various cuts, cooking methods and meal inspiration.
The campaign launched with a live broadcast BBQ on Sunrise with Lambassador, Sam Kekovich. The advert appeared on national TV with placements during the Australian Open and the campaign featured across path to purchase out-of-home (OOH), online video and social platforms.
To keep lamb top of mind and drive the purchase in store, the campaign also connected with consumers with a presence in major retail environments including Coles, Woolworth’s, IGA, Costco, Drakes, ALDI and butcher stores. Product-focused digital screens, catalogue, magazines, digital assets and point of sale activity deliver meal inspiration and drive purchase in store.
Food service partnerships with Seagrass Boutique Hospitality Group, Australian Venue Co. and Pegasus Leisure Group showcased a delicious range of lamb dishes on menus to further drive sales. Additionally, Australian Lamb hosted an event in January at 6 Head Restaurant (Seagrass Group) highlighting the best of Australian Lamb to key influencers and their networks to drive awareness. The January issue of Rare Medium Magazine and Rare Medium Academy also featured Australian Lamb as a key focus.
Summer 2021 - Make Lamb, Not Walls
Australian Lamb’s annual summer campaign has launched, showing the country uniting over lamb - and laughs - after a year that has seen Aussies more divided than ever.
Building on the ‘Share the Lamb’ brand platform, the integrated campaign reflects upon 2020 as a pivotal time in our history where, for the first time, Australia was physically distanced due to the pandemic.
The new TV advert takes us to the year 2031 - where division between states has escalated to new heights and a once united nation is separated by a great wall, towering over every state border - offering a tongue-in-cheek look at what could be if state borders are shut for good.
However, this un-Australian division can’t last forever as the great unification of Australia is sparked by an irresistible scent coming through a crack in the wall.
As the hero is overwhelmed by the aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding out a beacon of hope - a perfectly cooked lamb cutlet!
This act of unity triggers Aussies around the country to tear down the wall, overcome their fears and together share a delicious lamb BBQ.
The ad aired on the Sunrise program on the 11th January with ‘Lambassador’ Sam Kekovich and will appear on TV, Foxtel, online video, digital, social media, and outdoor displays.
A PR activation will help support the campaign and spark positive conversations about Aussie lamb across the nation.
To keep lamb top of mind and drive sales, the campaign will also connect with consumers along the ‘path to purchase’ with digital screens in retail outlets that are product-focused and deliver meal inspiration.
Christmas 2020 - Lamb Legends
The new campaign is a continuation of the successful Lamb Legends series, with new content which features iconic Aussie chefs cooking delicious lamb dishes for local legends in the lead up to the Christmas holiday period.
The campaign features MasterChef Australia star, Elena Duggan, treating sustainable farmer, Anika Molesworth, to a Moroccan Lamb Roast and top chef, Mitch Orr, grilling lamb loin chops for Find A Bed founder, Erin Riley.
The campaign will utilise the ‘Share the Lamb’ platform over four weeks in the lead up to Christmas, demonstrating lamb as an easy and versatile meat option. The campaign will appear across digital video, on demand TV video broadcast, YouTube and social channels.
To drive consumer participation and share the lamb during the festive season, MLA will be running a social competition on Facebook and Instagram. Consumers just have to nominate a Lamb Legend in their life to win a lamb meat tray from their local butcher. Winners will be drawn from across the country.
To watch the Lamb Legends content series visit www.australianlamb.com.au/lamblegends