Celebrating Lamb with a musical makeover

Meat & Livestock Australia (MLA) has today launched its annual summer Lamb campaign which this year features singing, dancing and celebrating the one thing all Australians can agree on – Australian Lamb.

Building on the long established We Love Our Lamb brand position of unity and inclusivity, the new integrated campaign inspires people to put aside their differences, big and small, and come together over Lamb this summer.

The campaign launches with a new long-form advertisement, which sees a modern day Lamb barbecue get a Broadway musical makeover. With the stage set, Australia’s diverse opinions go head to head, before ultimately showing that Lamb is the one thing that brings everyone together.

MLA Chief Marketing & Communications Officer Lisa Sharp said this year’s campaign built on the highly successful theme of unity, as per previous Lamb campaigns, and in doing so put Australian Lamb at the centre of our nation’s table this summer.

“Lamb as a brand stands for inclusivity and this latest campaign shines a light on what unites us rather than divides us,” Ms Sharp said.

“In true Aussie spirit we are celebrating freedom of choice, freedom of speech and our nation’s ability to put aside our differences and join together over a Lamb barbecue, the meat that brings everyone to the table.
“Our marketing is driven by deep consumer insights. We know Lamb is seen as the perfect protein for sharing and for special occasions and we aim to reach even more consumers by making sure Lamb is relevant to a diverse, modern Australia.

“And most importantly, our marketing activities are designed to showcase the quality and versatility of Australian Lamb and return value to levy payers by further growing demand for the product.”

As part of the broader campaign, the major media partners, Nova Network and Channel Nine will support the campaign across multiple channels, encouraging Australians to put aside their differences and embrace a summer ‘Lambnesty’.

Nova Network’s Fitzy & Wippa will spearhead the mission, with listeners nationally offered Lambnesty barbecue boxes, as well as a seat at Australia’s first Lambnesty barbecue where people with differing opinions will unite over the ultimate Lamb feast.

Broadcast partner Channel Nine will integrate the campaign into the channel’s news, sport and social platforms, with on air features with TODAY, Nine News Now and the Cricket One Day International series.

In-store, product-focused point-of-sale will deliver Lamb barbecue inspiration, focusing on the variety of different cuts and cuisines, while recipes developed by celebrity chef Darren Robertson will underpin the campaign by inspiring young Aussies to get cooking with Lamb this summer.

Watch the film via the We Love Our Lamb Facebook and YouTube page.