The Monkeys appears to have ditched the controversy and gone for laughs in what has to be the most anticipated ad campaign of the year – the annual summer lamb ad.
The long awaited campaign for the MLA calls for Australia and New Zealand to come together over a lamb meal.
Building on the brand platform “Share the Lamb”, the integrated campaign sets out to extend the “rosemary sprig” to our neighbouring nation and bridge the divide over something everyone can agree on – lamb.
The campaign launches with the new long-form advert directed by Tim Bullock, which takes us back to 1900 when Australia’s first Prime Minister, Edmund Barton, is finalising the Constitution Act and makes New Zealand part of The Commonwealth. This actual historical moment then inspires two modern day Aussie politicians to connect both countries again.
The stage is then set for both nations to come together over a lamb barbecue, amongst a huge floating party in the middle of the Tasman Sea. The comical ad celebrates the best of both nations and joins us together in New Australia-land.
Graeme Yardy, domestic market manager at MLA said, “The good-humoured rivalry between Australia and New Zealand is something that underpins both countries cultures. As a brand, Australian Lamb is famous for settling differences and promoting unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb.”
Executive creative director at The Monkeys, Vince Lagana says, “Lamb has always been about uniting Australians around what makes our country the greatest, but in recent times we seem to have lost our way. Whereas our Kiwi neighbours, under the leadership of Jacinda, are progressing nicely. True to tradition we always claim the best of New Zealand – but this time, with the help of a little lamb chop, we want to go one step further and claim the entire nation to form ‘New Australia-land’. Edmund Barton almost made it happen in 1900. In 2019 we want to make it a reality. In this fun natured, tongue-in-cheek campaign everyone wins…except maybe the All Blacks.”
The ad aired on FTA and STV last night and will be pushed out across digital, social and radio from today, while PR will celebrate the coming together of both nations in earned media. Media partners, Nova Entertainment and Junkee will support the campaign across multiple channels, encouraging both nations to unite as New Australia-land.
Nova Network’s Fitzy & Wippa will help bring the campaign to life through a series of activations, culminating in an event to celebrate New Australia-land and bring both nations together over a summer lamb lunch. Digital partners Junkee will integrate the campaign onto their site by capturing video and editorial content of Aussies and New Zealanders coming together over lamb.
In-store, product-focused point-of-sale will deliver meal inspiration, focusing on the variety of different lamb cuts and cuisines. While, Trans-Tasman recipes developed by Daniel Wilson, will underpin the campaign and inspire Aussies to cook and share a lamb meal together.