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