Spring Lamb campaign 2019

MLA’s upcoming spring Lamb campaign aims to build confidence among lamb consumers by demonstrating the ease and versatility of lamb. The campaign will launch in late September, with butchers able to order supporting point-of-sales material until Monday 5 August

Convenience and ease are key drivers for consumers when they purchase meals, with many switching to other proteins at the point of purchase. Lamb offers multiple cuts, cooking methods and flavour partners, making it a meal solution to fit any occasion. 

Last year’s ‘Too Easy’ spring campaign was successful in meeting consumer needs by demonstrating that lamb is suitable for mid-week meals and highlighting the large number of ways that lamb can be enjoyed. This year’s spring campaign will continue this messaging, supported on TV, online, radio, outdoor and point of sale material.

Point-of-sale material including posters and recipe booklets will feature easy lamb recipes, ideal for spring, to help convert sales at the point of purchase and challenge perceptions that lamb is not suitable for mid-week meals.

The objective of the spring campaign is to increase cooking confidence with lamb, educate consumers of the different cuts and methods in which lamb can be enjoyed and inspire consumers to share the lamb throughout the season. 

The spring lamb campaign will run from 27 September to 8 November. Butchers can order the supporting point-of-sales material from now until Monday 5 August.

 The ‘versatility’ of lamb has been a major focus in recent campaigns

Spring Lamb 2018 ‘Too Easy’

• The spring ‘Too easy’ campaign radio executions delivered strong cut through with a clear message of ease and versatility. MLA will continue to build on clear and single-minded messaging to reinforce the easy every way perception and drive familiarity for the next campaign.

Summer Lamb 2019

• The recent summer campaign saw out of home ads as the most effective way of communicating the versatility with simple dish builds and mix of different style dishes, creating strong appeal and intent to consume. MLA will continue this approach and adapt this across different channels.

Point of sale

• Both spring 2018 and summer 2019 point of sale material focused on the ease and versatility of lamb in simple mid-week meals (with a cook time under 30 minutes).

Quick stats (the quarter to July 2019)*:

• 54% of Australian households purchased lamb, averaging $45 per household
• Australian households purchased lamb valued at $236 million, 3% lower than last year

*Source: Nielsen Homescan data - quarter to July 2019.