D.LPS.2021 - Autumn content series - Lamb

Summary

Diverse Australian talent cooking lamb recipes with their inspirational heroes whilst sharing stories, cooking hacks and tips.

Objectives

The campaign content series will build on the Share the Secret recipe concept with diverse Australian talent cooking lamb recipes with their inspirational heroes whilst sharing stories, cooking hacks and tips. The campaign will showcase lamb’s versatility through a range of cuts, cooking methods and cuisines whilst providing easy cooking information and entertaining content.
The campaign series will demonstrate how lamb is relevant, suitable for
any meal occasion and arm consumers with the knowledge and confidence to cook more with lamb. The use of genuine and authentic storytelling throughout each cooking video will showcase the diversity of Australian culture and richness of Lamb in a modern Australian context.

The content series will be phased over three key seasonal periods relevant for lamb retail sales and occasions when Australians get together - spring, Christmas and autumn.