MLA Introduces The Currency Kitchen For New Lamb Campaign Via The Monkeys

MLA Introduces The Currency Kitchen For New Lamb Campaign Via The Monkeys
SHARE
THIS



This month, Meat & Livestock Australia (MLA) launches its Autumn lamb campaign, continuing the brand’s proposition of lamb as the meat that brings people together.

Building on the firmly established ‘You Never Lamb Alone’ platform, the integrated activity taps into the role lamb plays in unifying Australians of every culture, race, religion, gender, sexuality, and ethnicity.

At the heart of the campaign is The Currency Kitchen, a dining event that allows guests to enjoy a curated lamb dinner and pay for the experience with currency from anywhere in the world.

Created by The Monkeys, The Currency Kitchen will feature a diverse collection of top Australian chefs, including Nic Wong (Cho Cho San), Analiese Gregory (Bar Brośe), Paul Carmichael (Momofoku Seiōbo), Jacqui Challinor (Nomad), and Ben Milgate and Elvis Abrahanowicz (Porteno) – each creating a bespoke lamb menu inspired by their personal background and heritage.

The Currency Kitchen will open to the public in Sydney from Tuesday 16 May and run over the course of five nights, concluding on Saturday 20 May, with money raised going to charity.

Andrew Howie, group marketing manager at MLA, said: “The face of Australia today is made up of a multitude of rich and varied backgrounds, but no matter where you look, there’s lamb on the menu.

“So, what better way to celebrate this than by bringing people together in one room to experience the different ways that Australians enjoy lamb.

“Pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together.”

Scott Nowell, co-founder of and chief creative officer at The Monkeys, said: “Uniting our country and its many different cultures and backgrounds over lamb just keeps getting tastier.

“This time, we take our love of lamb further than the screen and into the kitchen with a culinary experience.”

Supporting the campaign is a media plan developed by UM, which includes a partnership with Pedestrian.TV to engage young Australians and an integrated broadcast strategy across TV, online video, out-of-home and social media showcasing the 30-second 2016 Spring Lamb TVC.

Underpinning the campaign will be PR activity via One Green Bean, which will build awareness of The Currency Kitchen and encourage trial and consumption of lamb via recipes and product education.

CREDITS

Client: MLA

Group marketing manager – Andrew Howie

Brand manager (lamb) – Matthew Dwyer

 

Advertising agency: The Monkeys

Chief creative officer – Scott Nowell

Creative director – Barb Humphries

Creative – Hugh Gurney and Chelsea Parks

Head of planning – Michael Hogg

Planner – Charlotte Marshall

Group content director – Humphrey Taylor

Content director – Katie Wong-Hee

Content manager – Victoria Zourkas

Head of production – Thea Carone

Senior producer – Ellen Fraser

Lead digital designer – Eva Godeny

Designers – James Halliday, Laura Ives and Lauren Elliott

Executive digital producer – Sabrina Riedel

Technical lead – Toby Vervaart

Digital developer – Lachlan Tweedie

 

Media agency: UM

Client group director – Mike Worden

Senior client director – Ed Passerotti

Client manager – Jacqui Ollevou

Group strategy director – Chris Colter

Strategy executive – Charlotte Berry

Senior connections designer – Ashleigh Vogel

Partnerships director – Simon Turner

Partnerships manager – Jessica Ngu

Partnership trader – Emily Ng

 

PR agency: One Green Bean

Senior account director – Kirsty McGorty

Senior account manager – Sariyah Jalaluddin

Account managers – Lauren Caverley and Taylor York

Senior account executive – Duncan Fredericks

Account co-ordinator – Tina Cheung

 

Production company: The Projects

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.