Ten wins the year's 'most coveted' cross-platform deal with MLA

Ten wins the year's 'most coveted' cross-platform deal with MLA

‘Lambassador’ Sam Kekovich is set to return to screens as the face of Meat and Livestock Australia’s (MLA) annual Australia Day push with a one-hour special on Ten.

The Australia Day Showdown – You Can Never Be Too Australian is a cross-platform collaboration between Ten and DMG Australia.

Aaron Quirk, head of cross-platform sales at Ten’s cross-platform division CONNECT, said: “We are delighted to have won MLA’s Australia Day 2013 campaign, arguably the most coveted cross-platform deal of the year.”

“The Australia Day Showdown is a perfect example of CONNECT’s ability to meet our clients’ needs in targeting a youthful audience through an integrated, innovative and tailored campaign.”

The special will air on January 26 at 8.30 pm and will be hosted by Charlie Pickering as two teams lock heads over the debate topic ‘you can never be too Australian.’

Kekovich will star as a guest on the program alongside debaters Kitty Flanagan, Meshel Laurie, Tom Gleeson, Denise Scott and Lawrence Mooney.

MLA’s 2012 lamb push saw Kekovich present his ‘Address to the Nation’ and star in a music video parody of Aqua’s hit single ‘Barbie Girl’ (below).


Mat Baxter, chief executive officer of UM Australia, said: “Every year the MLA's Australia Day Lamb brief is arguably the most hotly contested integrated media campaign amongst media owners.”

“This year CONNECT was successful because they demonstrated a really impressive understanding of the task, superior levels of creativity and most importantly a powerful approach that brings all their properties together in an organised and effective way.”

In November last year, MLA initiated a tongue-in-cheek campaign which aimed to dislodge the stereotype of Australia’s catchphrase being “throw another shrimp on the Barbie”.

Triple M radio presenter Merrick Watts starred in the push which took on the famous Paul Hogan Tourism Australia ad.

MLA released a remake of the 80s ad in an online video created by BMF in December (below).



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