D.LPA.2021 - Summer Lamb Campaign 2021
| Project start date: | 19 August 2020 |
| Project end date: | 29 June 2021 |
| Publication date: | 04 March 2024 |
| Project status: | Completed |
| Livestock species: | Sheep, Lamb |
| Relevant regions: | National |
Summary
The annual Summer Lamb campaign aims to drive peak salience and brand consideration for Lamb, in order to deliver seasonal incremental uplift in HH pen, purchase vol and $ amongst retail and butcher channels. The campaign also aims to help increase Lamb’s total share of volume/sales of the fresh meat category. This will be delivered via a provocative yet topical long form ad, together with a suite of campaign assets across consumer and shopper touchpoints through the line.
Objectives
Maximise brand equity for Australian lamb and drive consumption for Australian Lamb through a national six-week Lamb campaign. The integrated campaign will reach a large audience using mass media channels including TV, radio, outdoor, social, digital video, PR and POS. It will continue to build the 'share the lamb' platform that deepens consumers' relationship with Lamb and can be executed across all channels including trade and retail.
More information
| Project manager: | Anna Sharp |
| Contact email: | reports@mla.com.au |
