Cathy Freeman and Greg Inglis Star In MLA’s New Lamb Campaign By The Monkeys

Cathy Freeman and Greg Inglis Star In MLA’s New Lamb Campaign By The Monkeys

Meat & Livestock Australia (MLA) has launched its spring lamb campaign with the help of independent creative agency The Monkeys, featuring a clever video starring an Olympian, an NRL player, a model and a transgender comedian.

MLA said the campaign taps into the central role that lamb plays in celebrating the face of modern Australia and bringing everyone together, no matter their race, religion, gender, sexual orientation, age or ability.

The campaign features a 90-second video which will be shared across YouTube and Facebook, which features a cast of Aussies from all walks of life coming together over a barbeque, including gold medal-winning Olympian Cathy Freeman, NRL star Greg Inglis, model Samantha Harris, TV presenter Luke Jacobz, transgender comedian Jordan Raskopoulo and actor Arka Das.

The campaign will also include social media posts that are tailored to languages other than English, as well as out-of-home advertising (which will target areas with diverse cultural backgrounds along with those who are sight-impaired), a bespoke partnership and PR.

Content will also be shared across Weibo and WeChat to engage Australia’s Chinese community, Celebrity chef George Calombaris will host a month of ‘Lamb Get Togethers’.

Andrew Howie, group marketing manager at MLA, said what it means to be Australian is constantly evolving.

“Sadly, the true face of Australia isn’t being reflected on our screens and in the media, so lamb decided to do something about it,” he said.

“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs or sexual orientation. We all celebrate over lamb, so this spring we’re getting everyone in the room.”




Please login with linkedin to comment

Anytime Vision The Portfolio Project

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]