Meat & Livestock Australia (MLA) has launched its spring lamb campaign with the help of independent creative agency The Monkeys, featuring a clever video starring an Olympian, an NRL player, a model and a transgender comedian.
MLA said the campaign taps into the central role that lamb plays in celebrating the face of modern Australia and bringing everyone together, no matter their race, religion, gender, sexual orientation, age or ability.
The campaign features a 90-second video which will be shared across YouTube and Facebook, which features a cast of Aussies from all walks of life coming together over a barbeque, including gold medal-winning Olympian Cathy Freeman, NRL star Greg Inglis, model Samantha Harris, TV presenter Luke Jacobz, transgender comedian Jordan Raskopoulo and actor Arka Das.
The campaign will also include social media posts that are tailored to languages other than English, as well as out-of-home advertising (which will target areas with diverse cultural backgrounds along with those who are sight-impaired), a bespoke partnership and PR.
Content will also be shared across Weibo and WeChat to engage Australia’s Chinese community, Celebrity chef George Calombaris will host a month of ‘Lamb Get Togethers’.
Andrew Howie, group marketing manager at MLA, said what it means to be Australian is constantly evolving.
“Sadly, the true face of Australia isn’t being reflected on our screens and in the media, so lamb decided to do something about it,” he said.
“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs or sexual orientation. We all celebrate over lamb, so this spring we’re getting everyone in the room.”