MLA Introduces The Currency Kitchen For New Lamb Campaign Via The Monkeys
This month, Meat & Livestock Australia (MLA) launches its Autumn lamb campaign, continuing the brand’s proposition of lamb as the meat that brings people together.
Building on the firmly established ‘You Never Lamb Alone’ platform, the integrated activity taps into the role lamb plays in unifying Australians of every culture, race, religion, gender, sexuality, and ethnicity.
At the heart of the campaign is The Currency Kitchen, a dining event that allows guests to enjoy a curated lamb dinner and pay for the experience with currency from anywhere in the world.
Created by The Monkeys, The Currency Kitchen will feature a diverse collection of top Australian chefs, including Nic Wong (Cho Cho San), Analiese Gregory (Bar Brośe), Paul Carmichael (Momofoku Seiōbo), Jacqui Challinor (Nomad), and Ben Milgate and Elvis Abrahanowicz (Porteno) – each creating a bespoke lamb menu inspired by their personal background and heritage.
The Currency Kitchen will open to the public in Sydney from Tuesday 16 May and run over the course of five nights, concluding on Saturday 20 May, with money raised going to charity.
Andrew Howie, group marketing manager at MLA, said: “The face of Australia today is made up of a multitude of rich and varied backgrounds, but no matter where you look, there’s lamb on the menu.
“So, what better way to celebrate this than by bringing people together in one room to experience the different ways that Australians enjoy lamb.
“Pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together.”
Scott Nowell, co-founder of and chief creative officer at The Monkeys, said: “Uniting our country and its many different cultures and backgrounds over lamb just keeps getting tastier.
“This time, we take our love of lamb further than the screen and into the kitchen with a culinary experience.”
Supporting the campaign is a media plan developed by UM, which includes a partnership with Pedestrian.TV to engage young Australians and an integrated broadcast strategy across TV, online video, out-of-home and social media showcasing the 30-second 2016 Spring Lamb TVC.
Underpinning the campaign will be PR activity via One Green Bean, which will build awareness of The Currency Kitchen and encourage trial and consumption of lamb via recipes and product education.
CREDITS
Client: MLA
Group marketing manager – Andrew Howie
Brand manager (lamb) – Matthew Dwyer
Advertising agency: The Monkeys
Chief creative officer – Scott Nowell
Creative director – Barb Humphries
Creative – Hugh Gurney and Chelsea Parks
Head of planning – Michael Hogg
Planner – Charlotte Marshall
Group content director – Humphrey Taylor
Content director – Katie Wong-Hee
Content manager – Victoria Zourkas
Head of production – Thea Carone
Senior producer – Ellen Fraser
Lead digital designer – Eva Godeny
Designers – James Halliday, Laura Ives and Lauren Elliott
Executive digital producer – Sabrina Riedel
Technical lead – Toby Vervaart
Digital developer – Lachlan Tweedie
Media agency: UM
Client group director – Mike Worden
Senior client director – Ed Passerotti
Client manager – Jacqui Ollevou
Group strategy director – Chris Colter
Strategy executive – Charlotte Berry
Senior connections designer – Ashleigh Vogel
Partnerships director – Simon Turner
Partnerships manager – Jessica Ngu
Partnership trader – Emily Ng
PR agency: One Green Bean
Senior account director – Kirsty McGorty
Senior account manager – Sariyah Jalaluddin
Account managers – Lauren Caverley and Taylor York
Senior account executive – Duncan Fredericks
Account co-ordinator – Tina Cheung
Production company: The Projects
Please login with linkedin to comment
Anytime Vision Front Foot The Currency Kitchen The Portfolio ProjectLatest News
Entries now open for Snapchat Young Lions Australia
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]
Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]
PHD Snares Former Hello Social Strategy Director Joshua Tan As Part Of Content Team Expansion
PHD unveils new-look content team which includes (judging by accompanying press photo) an astonishing beard & man bun.
Coca-Cola Loses Logo In ‘Open To Better’ Campaign
Here's some fun new work from Coke. Sure, it still rots your teeth and makes you fat, but fun nonetheless.
“You Can’t Nazi It!”: Amazon Called Out For Fatal Design Flaw In New Logo
New Amazon logo apparently resembles Hilter's moustache. Particularly after Adolf ate one too many blueberry muffins.
Mitsubishi Motors Australia Produces New Creative For International Markets Via Richards Rose
Mitsubishi Australia unveils latest work and wisely decided not to reinstate the truly awful "It's a Mitsi" tagline.
Taboola Lays Out Plans To Go Public
Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.
Selena Gomez Fronts Latest PUMA Campaign
B&T has no idea what Selena Gomez actually does, however, it appears to have made her incredibly rich doing it.
Australian Open Tops YouGov Sport’s UK Australia 2021 Rankings
A list of Australia's most popluar sports are in and once again it's little joy for hotdog eating or the manure toss.
TV Interview Goes Awry After Viewers Spot Menacing Dildo
In this woman's defence, it may just be a scented candle. Admittedly one that bares remarkable similarities to a dildo.
The Three Must-Haves For Your Data Strategy
Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.
Third-Party Data Sales Spike 109% For Lotame In APAC
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]
28% Of Display Advertising Spend Goes To Ad Tech Services: ACCC Inquiry
Some 28% of display ad spend goes to the ad tech giants. Which explains the excellent sandwiches at their conferences.
Nielsen: Top 10 Media Owners Reach Over Half Of The Australian Population Each Month
Study finds top 10 media owners reach over 50% of the Aussie population. Other 50% looking for car spot at Westfields.
Dr Elaine Stead Wins $280k Damages In Defamation Suit Against The AFR’s Joe Aston
Long-running defamation case comes to an end. Barristers just happy to take those silly wigs off in this stifling heat.
Tim Robards Stars As Tim Tam Genie In New Arnott’s Campaign Via The Neighbourhood
The Tim Tam is undoubtedly Australia's culinary gift to the world alongside the pavlova & the throwdown beer receptacle.
McCann Sydney Snares Lucy Gavan For Senior Strategist Role
McCann Sydney inter-office UNO tournament takes sinister new twist with arrivel of new senior strategist.
VCCP Sydney Adds Tilly Treloar, Nathan Pashley & Heath Sims
B&T's editor does not like press photos of people not wearing socks. He's a stickler for neutralising foot odours.
Dentsu’s Ad Spend Report Forecasts 5.9% Growth In Australia In 2021
2021's starting to look good for ad spends. It's not looking good for overseas travel or people with a fear of needles.
David Pullinger, Former JC Decaux Sales Director, Appointed QMS Media GM
JC Decaux's David Pullinger jumps to rival QMS amid apparent awkward silences at the staff leaving party.
Stan Officially Announces Pricing For Stan Sport
Stan Sport will cost you $10 a month. Which is the same price as three avocados sans the monounsaturated fatty acids.
Facebook Introduces New Measures To Stop The Spread Of Holocaust Misinformation
Facebook looking to block Holocaust deniers. Still seems open to Flat Earthers and Elvis spotting, however.
Busting Six Of The Biggest Ad Tech Myths
Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.
Droga5 London Rolls Out New International Visual Identity For CUPRA
Droga5 London is arguably the hottest agency in the world right now. Not that anyone's booking Cannes tickets just yet.
Shutterstock Acquires 3D Marketplace TurboSquid
Shutterstock has acquired 3D marketplace TurboSquid. Read all the news here, admittedly in boring old 2D.
Are Media Appoints Melissa Mason As Digital Editor For ELLE & Marie Claire
Melissa Mason seriously considering putting an accent over the á following Elle & marie claire appointment.
M&C Saatchi’s Timothy Ng: “To Those Who’ve Thought About It”
M&C Saatchi's Timothy Ng muses on his career in advertising. It's a bit Nietschke, with a spot of Goethe thrown in.
WPP Named In Bloomberg Gender-Equality Index For Third Year In A Row
WPP named in gender-equality index for third year running as internal fight erupts over where to hang the certificate.
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch
Florida says if Tokyo don't want the Games, they'll take it. Hopefully our own Dubbo might make similar overtures.
