D.LPF.2021 - Lamb marketing costs

Summary

Integrated lamb campaign

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.