Campaign: Richie Benaud Will Not Lamb Alone This Australia Day

Richie Benaud one of the new Lambassadors, Pictured in Sydney. Tuesday 2nd, December 2014.
Picture by DAMIAN

Legendary Australian cricketer and commentator Richie Benaud has enlisted the help of Lambassador Sam Kekovich and a plethora of national icons from through the ages to encourage Aussies to get together over lamb on Australia Day.

In the annual Australia Day lamb campaign Benaud captures the spirit of our national day by doing what we believe every Aussie should be doing on Australia Day; organising a big lamb BBQ and a game of backyard cricket.

The advert opens dramatically on the open seas, with Captain Cook aboard his ship approaching the Australian shore line. His steely focus on the path ahead is interrupted by a phone call from Benaud inviting him to a lamb BBQ at his place on Australia Day. “Cooky” agrees, and asks if fellow explorers Burke and Wills are also on the guest list – they’re keen, despite their death-bed-dire situation in a baking hot desert.

Benaud later looks worried when legendary outlaw Ned Kelly offers to “round up the guys” for the occasion, although this is less worrying than the rumour that Kelly has gone “veggo” (in fact he is just gluten intolerant).

Other iconic Australians invited to Benaud’s barbie include iconic cricketer Don Bradman, media giant Ita Buttrose, and of course Sam Kekovich. However when Billy Birmingham – famous for impersonating Benaud as the 12th Man – gets wind of the lamb feast, he’s bluntly told by Benaud that there’s nothing on.

Richie Benaud says: “In addition to my love of cricket on Australia Day, I wanted to be involved in another key part of our national day, the iconic lamb campaign. For me, this year’s campaign encapsulates what Australia Day is all about; Australians getting together for a lamb BBQ.”

Michael Edmonds, General Manager Global Marketing at Meat & Livestock Australia says: “As a nation we love our lamb, and it’s our belief that you never lamb alone. That goes double on Australia Day. Benaud might not be at the cricket surrounded by his army of fans this year, but he’s still making the most of the day and spending it with this pantheon of notable Australians.”

Lamb fans can get their first look at Richie Benaud’s lamb crusade when the 1 minute 40 second edit premieres on Channel Nine’s Today show on 9 January. In the lead-up to Australia Day, 60-second and 30-second versions will be aired on TV, with the longer edit available to view online.

But the campaign doesn’t stop there. At butchers and retailers across the country, shoppers will be given lamb BBQ inspiration with several delicious and succulent lamb recipe suggestions displayed on posters at the till.

Lamb-lovers can also score a once in a lifetime opportunity to spend their Australia Day with Benaud himself. Ten Aussies (and two of their mates) are being given the opportunity to attend a BBQ to meet Benaud. To secure this exclusive invite people simply have to upload an impersonation of Benaud’s lamb BBQ call ‘Top Lamb Chop That!” to the We Love Our Lamb Facebook page.

 TVC Credits

 MLA Marketing Manager – Andrew Howie

MLA Brand Manager – Lamb – Magali Nonnenmacher

PR Agency – One Green Bean

Media Agency – UM

Advertising Agency – The Monkeys

ECD: Scott Nowell

Managing Director: Matt Michael

Senior Planner: Michael Hogg

Head of Production – Thea Carone

Senior Producer: Jade Rodriguez

Senior Content Manager: Katie Wong-Hee

Production company: Photoplay

Director: Tom Noakes

Producer: Belinda Dean

DOP – James Brown

Post House: FSM

Editor – Stuart Morley

Composer – Damian De Boos-Smith

Sound House – Nylon Studios

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