Summary
Lambassador activities activate selected strategic advocates, experts and prominent Australian Lamb users in the Japan market who broaden the awareness and utilisation of Australian Lamb. These influencers act as impartial and trusted advocates of Australian Sheepmeat and allow us to deliver the Australian story in an effective and engaging way. MLA Japan executed year-round activities including in-store and restaurant promotions, seminars, sampling, tradeshows, delegations and a twice annual sheepmeat focused festival. Established in 2016, the program has grown internationally and now attracts external funding partners who see the value in the activities. Continuing to engage and excite these advocates has resulted in growth in volumes and utilisation of Australian Lamb on menus in Japan as shown by our yearly research and is critical for future growth in market.
