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.
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