Meat & Livestock Australia’s Spring Lamb campaign has launched with a new content series which aims to demonstrate the ease and versatility of cooking with lamb by celebrating local Aussie heroes with renowned Aussie chefs cooking them legendary lamb meals to say thanks for their inspiring work.
The Lamb Legends series kicks off with a three part video series, where top chefs – MasterChef star Hayden Quinn, Mr Wong legend Dan Hong and Three Blue Ducks chef Darren Robertson – say thanks to a deserving legend with a tasty lamb meal.
To tackle the perception that lamb is hard to cook and unsuitable for everyday meals, the series will demonstrate how easy and versatile lamb is by showcasing a range of popular cuts, cuisines and cooking methods. The series will continue across Christmas and autumn 2021 to remind Australians to share lamb at key occasion periods and build confidence to cook and enjoy lamb more frequently throughout the year.
The uplifting series aims to deepen the emotional association with lamb by highlighting the importance of connecting through sharing lamb meals. Utilising the platform, Share the Lamb, the series reiterates lamb’s strength as the meat that brings people together and encourages Aussies to cook and share a lamb dish with a legend in their own lives.
In order to meet the needs of the evolving consumer during the COVID-19 period, the campaign will provide simple and practical cooking information as engaging content through relevant digital channels. The six-week spring campaign will appear across digital video, on demand TV video broadcast, YouTube and social channels. A social competition will drive audience engagement with a chance to win a personal online cooking tutorial with Merivale Head Chef, Dan Hong.
To keep lamb top of mind and drive intent to purchase, retailers will be promoting Australian Lamb through various in-store and catalogue activities.
To see the full series and recipes visit https://www.australianlamb.com.au/lamblegends