D.NEW.2024 - Campaign results
| Project start date: | 01 July 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 15 September 2026 |
| Livestock species: | Lamb |
Summary
Results have shown the 2024 lamb occasions campaign to be very successful.
One key target was to maintain main grocery buyer endorsement of the statement “willing to pay more for lamb” at 27%. This target was achieved, with endorsement at exactly 27%.
Another target was to maintain the mean number of serves of lamb per week at 0.7. This target was exceeded, with 0.98 serves achieved.
Objectives
• Build relevance amongst lighter consumers of Lamb (predominantly under 40s) by demonstrating ease and versatility within different cuisines, as part of the occasion-centric strategy deployed at key celebration dates in the year.
• Overcome affordability and cooking confidence barriers with infrequent buyers by providing ‘how-to’ content, cooking tips, and cut education through digital, social and retail channels.
• Link campaign timings to major retail seasonal promotion activity during summer, autumn and spring to ensure strong integration and alignment of messaging along the path to purchase.
More information
| Project manager: | Derek Lau |
| Contact email: | reports@mla.com.au |
