‘Lamb is for Lovers’ is the latest refrain from the Meat and Livestock Council in its new spring campaign launched yesterday via BMF, which will also see an integration with Ten’s The Bachelor.

The campaign builds on a concept first used by the MLA in 2007 associating the meat and springtime with love, and uses a new 30 second TVC to show how lamb can make one not so attractive man appealing to the opposite sex.

Marketing general manager Michael Edmonds said:  “Spring is traditionally associated with Lamb. Retailers and consumers always look forward to Lamb at this time of year, for its seasonal appeal and quality. The message behind our ‘Lamb is for Lovers’ marketing campaign is that there’s no meal better suited to inspiring love than Lamb.”

The protagonist Don also challenges the public in the ad to put his idea of lamb as an aphrodisiac to the test, with the campaign set to run for four weeks and include advertising, as well as more activity around the ‘We Love our Lamb’ Facebook page.

The TVC is also supported by point of sale materials including posters and specially marked ‘Lamb is for Lovers’ retail packaging, outdoor poster billboards and recipe dispensing panels in retail outlets nationwide.