Summer Lamb 2019
Meat & Livestock Australia’s (MLA) summer campaign for Australian Lamb has launched, calling for Australia and New Zealand to come together over a lamb meal.
Building on the new brand platform ‘Share the Lamb’, the integrated campaign sets out to extend the ‘rosemary sprig’ to our neighbouring nation and bridge the divide over something everyone can agree on - Lamb.
The campaign features a new long-form advert, which takes us back to 1900 when Australia’s first Prime Minister, Edmund Barton, was finalising the Constitution Act to make New Zealand part of the Commonwealth. This actual historical moment then inspires two modern day Aussie politicians to connect both countries again.
The stage is then set for both nations to come together over a lamb barbecue, amongst a huge floating party in the middle of the Tasman Sea. The comical advert celebrates the best of both nations and joins us together in New Australia-Land.
Spring Lamb 2018
The latest lamb campaign, ‘Too Easy’, has been developed to inspire people aged 18-44 years to eat lamb more often, by challenging the perception that lamb is hard to cook and not suitable for an everyday option.
Although Lamb is a very versatile meat and readily available all year around, Australian Lamb has slowed down in consumption with consumers opting for other proteins that are perceived to be easier to cook.
The two TV adverts play on the common Aussie vernacular through two unexpected scenarios – a man in a hot tub and a woman on a massage table – showing that preparing a delicious Lamb meal is so easy you can do it with the minimum of effort.
The ‘Too Easy’ campaign will appear across TV, digital, social, OOH and radio, while PR will spread the message across earned media in the coming weeks. Celebrity chef, Shane Delia, will also be challenging people to “Lamb You Back” demonstrating that Lamb is the perfect way to show your appreciation. In-store activation and point-of-sale will support Australian Lamb sales with retailers.
Summer Lamb 2017
The latest lamb campaign is built on the established ‘You Never Lamb Alone’ platform, with the core message of a united celebration of Australia. This continues the theme of the 2016 spring lamb campaign where lamb was positioned as inclusive – inviting everyone to the table.
The campaign content taps into what makes Australia great and how our diversity and everything we each bring to the nation, regardless of who we are or when we came here, contributes to this. Core media channels of TV, digital radio and print will be supported by PR and retail activity.
Spring Lamb 2016
The 2016 Spring Lamb campaign continued the ‘You never Lamb alone’ platform, highlighting lamb’s role in a modern and diverse Australia. A traditional 30 Second TVC and 90 second online content piece addressed the fact that Australia is a welcoming and inclusive society that loves lamb, by featuring a cast of Aussies from all walks of life, coming together over a lamb barbecue. This content was supported by a comprehensive media, PR and retail strategy to reach Australians in all communities.
Autumn Lamb 2016
Lamb remains the most loved meat by Australians. It is the one dish that people love to share with friends and family, especially when going back indoors during the cooler months. The autumn campaign demonstrated lamb as the go-to in spontaneous or unpredictable occasions due to its versatility, range and simplicity to cook. Whehter it is a change in the fickle autumn weather or unexpected guests dropping in, lamb has you covered. The campaign launched with a national TV commercial, advertising in shopping centres, social media videos and integrated PR activity.
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