D.LPA.2023 - Summer Lamb FY23
| Project start date: | 20 July 2022 |
| Project end date: | 30 June 2023 |
| Publication date: | 27 February 2024 |
| Project status: | Completed |
| Livestock species: | Sheep, Lamb |
| Relevant regions: | National |
Summary
The annual campaign that made Lamb famous – we’re looking to make 2023 even bigger and better in order to get Lamb to be highly noticeable/salient during the summer months so that Australians are compelled to purchase Lamb for key get together occasions.
Objectives
- Increase brand salience from 65% to 68% by April 2023.
- Increase % of consumers who agree with the statement ‘Lamb is worth paying more for’ from 26% to 28%.
- Deliver seasonal uplift in HH pen and val/vol share % consistent with (if not greater than) previous Summer Lamb campaigns.
More information
| Project manager: | Derek Lau |
| Contact email: | reports@mla.com.au |
