The Monkeys’ Mark Green & MLA Defend The Lamb Ad That’s Turning People Vego!

The Monkeys’ Mark Green & MLA Defend The Lamb Ad That’s Turning People Vego!
SHARE
THIS



It was unveiled with great fanfare and expectation yesterday, however, the arrival of the latest lamb ad arguably hasn’t garnered the response either meat & Livestock Australia (MLA) or its creative agency, The Monkeys, would have been hoping for.

Sadly, the all-singing, all dancing-number has been widely panned in the press with many complaining it was too political, too complicated, off message, unfunny and too long. And far from selling any more lamb cutlets, it appears people are considering vegetarianism instead judging by most of the reaction to it on social media.

Speaking to B&T, The Monkeys CEO Mark Green denied that the ‘You Never Lamb Alone’ campaign message had run its course.

“The campaign been criticised over the years as much as it’s been admired and enjoyed, and the latest ad is no different,” he said.

“It’s always got its lovers and haters. It sparks a conversation, and I think by and large the latest ad’s pretty evenly split from what I’ve seen online. We’ll see how it travels.”

MLA’s chief marketing officer, Lisa Sharp, said the feedback feels very normal this stage of the campaign, and there are no plans to pitch the business.

“It’s on par with the feedback we’ve experienced in the past,” she told B&T.

“A real strength of our lamb marketing over the last 10 to 12 years has been that consistency around the brand positioning, and that being one of unity and inclusivity.

“All of our data is telling us that it has been incredibly successful for the brand, and at this point there would be no reason to walk away from that.

“We always review, but at this point we’re still feeling pretty confident that it is the right positioning for lamb.”

The ad is a West Side Story-inspired musical where duelling gangs chant “left” and “right” in front of a suburban mother. There’s even hints that the actors in the ad have been made up to look like Greens leader Richard Di Natale and right-wing commentator Milo Yiannopoulos. Even longtime lamb ad Sam Kekovich makes an appearance as an angry neighbour.

The MLA Twitter account claimed that the ad “inspires people to put aside their differences, big and small, and come together over lamb”.

As reported on B&T yesterday, the initial reaction from the public was largely negative with most comments saying the ad lacked a sense of fun, was too heavy on the political message, while people were unsure what it was supposed to be advertising.

However, the poor little lambs may well be saved with many people commenting the ad had turned them off meat and onto vegetarianism. Check out some of the social media bile below:

Screen Shot 2018-01-12 at 8.48.21 am

Screen Shot 2018-01-12 at 8.44.02 am

Screen Shot 2018-01-12 at 8.44.43 am

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]