D.LBR.2302 - Lamb brand spend FY23
| Project start date: | 01 July 2022 |
| Project end date: | 30 June 2023 |
| Publication date: | 01 March 2024 |
| Project status: | Completed |
| Livestock species: | Sheep, Lamb |
| Relevant regions: | National |
Summary
‘Share the Lamb’ has been a consistent brand position executed through the annual Summer Lamb campaign, as well as various versatility/ease campaigns to help drive everyday relevancy. Despite this, Lamb’s brand equity scores (an indicator of brand health) have been on a decline in the L5Y.
Objectives
Arrest decline in brand power by improving Lamb’s saliency, difference, and meaningfulness scores in FY24.
More information
| Project manager: | Derek Lau |
| Contact email: | reports@mla.com.au |
