New MLA Spring Lamb campaign brings all Australians to the table

Meat & Livestock Australia (MLA) has launched its new Spring Lamb campaign which positions lamb as the meat that brings everyone together by celebrating Australia’s diversity.
 
The campaign – under the established ‘We Love Our Lamb’ banner – highlights the central role lamb plays in celebrating the face of modern Australia regardless of race, religion, gender, sexual orientation, age or ability.
 
The campaign launched last night, with a TV and online commercial featuring appearances from indigenous Australians including Olympian Cathy Freeman, National Rugby League player Greg Inglis and model Samantha Harris. Other Aussies present include Greek-transgender comedian Jordan Raskopoulos, established television presenter Luke Jacobz, rising Bengali-Australian actor Arka Das and a long list of Australian extras, who prove ‘lamb is the ultimate cross-cultural protein’.
 
Utilising multiple channels and activities to touch as many Australians as possible, the innovative campaign will feature the traditional TV and online commercial, outdoor advertising, online platforms such as Facebook and YouTube, promotion in foodservice outlets as well as unique promotions across independent butchers and all major retailers.
 
The campaign will also use in-language outdoor media and social media posts to tailor its communications to languages other than English for the first time. Focusing on areas with diverse backgrounds, it will spread unique messages linking lamb to diversity around sexuality, culture and language with Arabic, Vietnamese, Mandarin and Cantonese translations.
 
For example, the campaign will further engage Australia’s Chinese community across social platforms such as WeChat and Weibo.
 
The outdoor advertising will also speak to the visually impaired community with specific braille placements in key metro sites.
 
MLA Group Marketing Manager Andrew Howie said the Spring Lamb campaign was an opportunity to promote quality Australian lamb to consumers at a peak time for the industry – ultimately driving demand and adding value back to lamb producers.
 
“Our marketing campaigns are informed by consumer insights and data, as well as learnings from past campaigns – and we are continually looking for improvements across all aspects of our marketing business and creating advertising that works,” Mr Howie said.
 
“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs, gender, sexual orientation, age or ability. We all celebrate over lamb so this spring we’re getting everyone in the room.
 
“The face of Australia continues to evolve and change – and this campaign is about ensuring we are making red meat relevant to a diverse modern Australia.”
 
Mr Howie said the campaign also utilised ground-breaking data tools to help inform its multi-language campaign across media and outdoor advertising in metropolitan and regional areas. 
 
The campaign had also partnered with start-up platform Feed Up – an online community where people come together and share unique pop-up dining experiences.
 
A month of ‘Lamb Get Togethers’ will occur on this pop-up dining community that will literally bring Aussies together over lamb. Chef and lamb lover George Calombaris and a series of food influencers will host their events and spread the message across their channels, as they encourage people to get involved.
 
“This is a comprehensive campaign that not only utilises traditional marketing approach, but also takes advantage of new innovative channels to ensure we are reaching as many Australians as possible to drive demand for lamb,” Mr Howie said.
 
All Lamb lovers can view the content via the YouTube video or though the We Love Our Lamb Facebook page.
 
For an overview of MLA’s domestic marketing activity click here.