The Monkeys Unveils ‘Lamb Side Story’ In Latest MLA Campaign

The highly anticipated summer campaign for Australian Lamb has launched via The Monkeys with an all singing, all dancing cast.

Building on the long-established We Love Our Lamb brand position of unity and inclusivity, the integrated campaign inspires people to put aside their differences, big and small, and come together over lamb.

The campaign launches with the new long-form advert directed by Paul Middleditch, which sees a modern-day lamb barbeque get a Broadway musical makeover. With the stage set, Australia’s diverse opinions go head to head, before ultimately showing that lamb is the one thing that brings everyone together.

Cofounder and chief creative officer at The Monkeys, Scott Nowell said, “‘Lamb Side Story’ proves that both extremes of global political views can be fun – there’s nothing like lamb and dancing to bring people with various levels of outrage together.”

The ad will be pushed out across digital, social, TV and cinema from today, whilst PR will spread the message across earned media.

Media partners, Nova Network, Channel Nine and The Beetoota Advocate will support the campaign across multiple channels, encouraging Australians to put aside their differences and embrace a summer ‘Lambnesty’.

Nova Network’s Fitzy & Whippa will spearhead the mission, with listeners offered Lambnesty barbeque boxes, as well as a seat to Australia’s first Lambnesty barbeque where people with differing opinions will unite over the ultimate lamb feast.

Broadcast partner Channel Nine will integrate the campaign into the channel’s news, sport and social platforms, with on-air features with TODAY, Nine News Now and the Cricket One Day International series.

Lisa Sharp, chief marketing officer at MLA said, “Lamb as a brand stands for unity and this latest campaign shines a light on what unites us rather than divides us. In true Aussie spirit we are celebrating our nation’s ability to put aside our differences and join together over our love of lamb, the meat that brings everyone to the table.”

In-store, product-focused point-of-sale will deliver lamb barbeque inspiration, focusing on the variety of different cuts and cuisines. While, recipes developed by Head Chef, Chef Darren Robertson at Three Blue Ducks and Rocker, will underpin the campaign by inspiring young Aussies to get cooking with lamb this summer.

Credits List

MLA – Chief Marketing Office – Lisa Sharp
MLA – Brand Manager – Anna Sharp
MLA – Acting Brand Manager- Rebecca Tearle
MLA – Assistant Brand Manager – Jasmin Koch

Creative Agency – The Monkeys
Executive Creative Director / Partner – Scott Nowell
Creative Director – Scott Dettrick Art Director – Scott Zuliani
Copywriter – Tim Pashen
Head of Planning – Michael Hogg
Planner – Charlotte Marshall
Head of Production – Thea Carone
Senior Producer – Jade Rodriguez
Group Content Director – Humphrey Taylor
Senior Content Director – Katie Wong-Hee
Content Manager – Victoria Zourkas Content Executive – Will Davies

Production Company – Plaza Films
Director – Paul Middleditch
Executive Producer – Peter Masterton Producer – Alex Taussig

DOP – Daniel Ardilli

Post Production – The Editors Editor – Stu Morley

Sound house – Song Zu Composer – Remesh Sathiah

Media Agency – UM Group
Director – Mike Worden
Senior Client Director – Tim Rogers
Sydney Strategy Director – Chris Colter
Strategy Director – David Toussaint
Partnerships Manager: – Jessica Ngu Partnership Trader – Emily Ng

PR Agency – One Green Bean

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