The campaign features Australians from all walks of life coming together over a lamb barbecue. The ad includes celebrities such as commentator Sam Kekovich, Olympian Cathy Freeman and former National Rugby League player Wendell Sailor. Other Aussies present include chef Poh Ling Yeow, cricket player Adam Gilchrist and comedian Rhys Nicholson.
Andrew Howie, MLA group marketing manager, said the campaign was about putting lamb at the forefront of celebrating modern Australia.
“Australia is the greatest country on earth and lamb is the nation’s favourite meat. We have brought those two things together to prove we should be able to celebrate this great country every day of the year,” he said. “Our marketing campaigns have proven very effective in lifting lamb sales at key times of the year for the industry – and this is particularly relevant in January, with last year’s campaign being the most successful to date.”
Howie said that like the recent spring lamb activities, this campaign was about continuing to expand the reach of lamb to all Australians and new consumers – and would utilise a number of channels and activities to reach as many Australian consumers as possible.
Activity includes the TV and online commercials, outdoor advertising, online platforms such as Facebook and YouTube and a number of product-focused point-of-sale promotions that will deliver lamb barbecue inspiration across foodservice, independent butchers and major retailers.
“Ultimately, as the face of Australia continues to evolve and change, we need to make lamb relevant to a diverse, modern Australia,” he added. “This campaign does that by celebrating the diversity of Australia.
“Our marketing campaigns are informed by consumer insights and data, as well as learnings from past campaigns – and we are continually looking for improvements to create advertising that works and boosts Australian lamb.”