Meat & Livestock Australia (MLA) has launched its spring lamb campaign for 2017, positioning lamb as the meat more people can eat.
Building on the long established ‘We Love Our Lamb’ brand position, the integrated campaign continues to build on lamb’s strategic promise of bringing everyone together – in this instance, no matter their background, religious beliefs or dietary requirements.
The content, created by The Monkeys and shot by director Steve Rogers, for the first time in history sees the gods, goddesses and prophets of different faiths and beliefs coming together over lamb at a modern day spring barbeque.
The message is delivered via a long-form film and 30-second TVC, an integrated media strategy, social amplification, out of home, a bespoke digital media partnership and PR.
Creative connections agency UM will introduce and drive awareness of the content to Australians through a broadcast strategy across TV, online video and social.
To help communicate lamb as the most inclusive of meats, this activity will be followed by product focused messaging across small format transit out of home and a locational-based mobile campaign.
To further drive engagement amongst younger audiences and to reinforce the above-the-line activity, MLA will partner with Pedestrian Group to connect and inspire young Aussies to cook with lamb.
The tailored partnership will include content, simple recipe inspiration and a competition, all centred on shared lamb dishes and coming together with friends.
PR will spread lamb’s message of unity and inclusivity through earned media activity, including research exploring the modern-day Australian dinner party, an intimate media event hosted by chef Thi Le at Anchovy in Melbourne, and new recipes to inspire the nation to cook with lamb.
Andrew Howie, group marketing manager at MLA, said: “Since the late 1980s, lamb has proved itself as the meat that brings people together. More recently under the banner of ‘You Never Lamb Alone’, we have continued to push the creative boundaries.
“In this latest campaign, we are showing no matter your beliefs, background or persuasion, the one thing we can all come together and unite over is lamb.”
Scott Nowell, chief creative officer at The Monkeys, said: “This is modern Australia – people of all backgrounds, faiths and dietary requirements can get around a lamb meal and get along. That’s a great thing.”