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