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Lamb’s “too easy” this autumn
This year’s Autumn Lamb campaign, launching on 14 April and running until 26 May, will be an extension of the ‘Too Easy’ platform from the 2018 Spring Lamb campaign.
MLA Brand Manager – Lamb, Anna Sharp, said the campaign will continue to demonstrate lamb’s versatility, showcasing easy to use cuts and recipes that can suit any budget leading into Easter and throughout the autumn season.
In a new approach to the Autumn Lamb campaign, MLA will undertake a targeted Easter social media campaign for the first time.
“As part of the overall Autumn Lamb campaign, the Easter social media campaign will run for three to four weeks, and focus on how easily lamb brings people together and highlight the different ways Australians celebrate at this time of year,” Anna said.
“This will be a nice addition to the Autumn campaign, communicating to consumers at key times of the day such as when they’re commuting to and from work and thinking about what they might have for dinner.
“The focus is to keep lamb front of mind for consumers and continuing to challenge perceptions that lamb is hard to cook. The timing of the Easter social media campaign will provide continuity after the current six-week Summer Lamb campaign ends on 3 March.”
The Autumn Lamb campaign will run for six weeks across a range of platforms and include the release of six new autumn recipes.
More information:
Follow the Australian Lamb social activity at facebook.com/australianlamb and instagram.com/australianlamb to share the posts.
Point of sale materials for the Autumn Lamb campaign will be available 13 Feb.
Previous campaign videos: Spring 2018
