D.SML.2024 - Summer Lamb 2024 results

Summary

MLA recently revealed results from the Summer Lamb 2024 campaign:

- Every one of lamb’s most important brand metrics hit multi-year highs. 
- Spontaneous awareness hit a 7-year high. 
- Communications awareness hit a 9-year high. 
- Brand affinity hit a decade-long high. As did ‘Worth paying more for’, in the teeth of Australia’s worst cost-of-living crisis.

In Australia -- and worldwide -- people from every generation flocked to view the campaign. It was viewed 25,184,426 times, more than double any campaign in Lamb’s illustrious decades-long history. 

The campaign was raved about by many as the “best ad in history”. It was chosen by the ex-President of D&AD, Laura Jordan Bambach, as her 8th favourite ad of all time. 

The success of the campaign offers an enduring lesson in what happens when you combine a strong brand essence, clear success factors, an intuitive brand personality, and a bold ambition to become a loved part of culture.

Objectives

Drive peak brand salience, consideration and 'worth paying more for' during a key purchase occasion for lamb.