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MLA lamb campaign wins Ad of the Year

05 June 2015

Meat & Livestock Australia’s (MLA) Australia Day lamb advertisement has taken out TV Ad of the Year at a prestigious media awards event in Sydney last night in front of 900 people.

The “Richie’s BBQ” Australia Day campaign ad, developed by independent media agency The Monkeys, claimed ‘TV Ad of the Year’ at the annual Mumbrella media awards with a popular vote of 41,000.

The  commercial features iconic Australian cricket commentator Richie Benaud calling on the original Lambassador Sam Kekovich and a host of other national icons, including Captain Cook, to join him in bringing Australians together to share lamb on Australia’s Day.

MLA’s “You’re better on Beef” campaign also made the final six, which were recognised for their effectiveness before being put to a popular vote.

MLA Consumer Programs Marketing Manager Andrew Howie said the “Richie’s BBQ” Australia Day campaign saw a 35.3 per cent sales lift versus the weekly average, for the week preceding Australia Day. Media coverage of the campaign also reached over 69 million people.

“This is one of MLA’s most successful Australia Day campaigns on record in 10 years of campaigns. Our objective is to not only ensure that we drive lamb demand, but equally to continue to foster Australia's love affair with lamb.

“In conjunction with last year’s Spring Lamb campaign, these campaigns have returned $3.99 of value for each $1 of investment,” Mr Howie said. 

MLA Central Marketing General Manager Lisa Sharp said recognition for both beef and lamb ads underpinned MLA’s whole body of work.

“We are delighted to receive these accolades from industry, particularly going up against some of the best in the business, and with a significantly smaller budget,” she said.

“For MLA, what matters most is driving demand for red meat in Australia. We will continue to be relentless in our pursuit of effective marketing programs that deliver returns for producers and right across the industry.”

MLA’s domestic marketing team was also named as runner-up in the ‘Marketing Team of the Year’, going up against IAG, Tourism Australia, Sportsbet and Barnados.

The new beef ad has also received an international gong as one of only three ads from around the world recognised as a New York Festival finalist.


  • TV ad of the year: WINNER: Meat & Livestock Australia – MLA Australia Day by The Monkeys.
  • Ad campaign of the year: HIGHLY COMMENDED: Meat & Livestock Australia – MLA Australia Day by The Monkeys.
  • Marketing team of the year: HIGHLY COMMENDED: Meat & Livestock Australia.