New lamb campaign unites Australians

Following its recent launch in the Australian domestic market, we spoke to MLA Group Marketing Manager, Andrew Howie, about the new Spring Lamb marketing campaign.

What is this year’s spring Lamb campaign about?

The Spring Lamb campaign, launched in the domestic market under the ‘You Never Lamb Alone’ platform, continues Lamb’s long-term strategy which is built around bringing people together.
As a brand, Lamb stands for unity and inclusivity. This campaign, like all before it, celebrates what it is to be Australian by highlighting the diverse face of the nation and what all Aussies, no matter your religious background, culture or beliefs bring to the table.

The new integrated campaign continues with the theme that Lamb is the dish that brings everyone together, with the creative content for online, social and TV showing the gods, goddesses and prophets of different faiths and beliefs coming together over Lamb at a modern-day spring barbecue.
As well as a long form film and 30 second TV commercial, the campaign includes a consumer insight led integrated marketing strategy, with social media amplification, billboards, a bespoke digital media partnership, in-store promotion and public relations activity.

To further drive engagement among younger audiences, MLA will undertake a range of activities to connect and inspire young Australians to cook with Lamb. The tailored program will include social media content, simple recipe inspiration and a competition, all centred on shared Lamb dishes and coming together with friends.

What’s the purpose of the spring Lamb marketing campaign?

This campaign is designed to encourage Australian consumers to consider and purchase Lamb during this peak production period in Australia. Our data shows there is anywhere up to an addition 9% of product available that we need to find a home for.

Ultimately, our marketing activities are designed to showcase quality Australian Lamb and return value to levy payers by growing the demand for the product.

Our marketing aims to reach more consumers by making Lamb relevant to a diverse, modern Australia. This time around we are doing this by highlighting that Lamb is the meat more people can eat.

How has the campaign performed so far?

The campaign has generated significant interest so far, with a lot of positive feedback around the broader campaign and the creative content. The first element of the campaign – the TV and online ad – has significant media coverage and has reached large numbers of consumers. To date there have been over 400 pieces of media coverage with an approximate opportunity to see (OTS) of over 360 million. The creative online content has also reached record numbers of consumers, with content views on YouTube and Facebook in excess of 8.9 million.

These are strong results so far for this campaign. For comparison, numbers for last year’s Spring Lamb campaign were 372 pieces of media with an OTS of 166 million and 5.6 million views on YouTube and Facebook.

The spring Lamb campaign is a fully integrated campaign, made up of many elements outside the ad and online content that has been seen so far in market. The use of the ad on TV has now completed and other elements such as outdoor advertising, influencer activity and point of sale promotions are currently continuing in market, ultimately growing awareness, driving consumption of Australian Lamb and delivering value back to levy payers.

More information
Andrew Howie
MLA Group Marketing Manager – Australia
E: ahowie@mla.com.au