The new campaign positions lamb as the meat more people can eat regardless of their religious beliefs, background or dietary requirements.
The new integrated campaign continues with the theme that lamb is the dish that brings everyone together, with the content showing gods, goddesses and prophets of different faiths and beliefs coming together over lamb at a modern-day spring barbecue.
According to Andrew Howie, MLA group marketing manager, the new campaign continues under the ‘You Never Lamb Alone’ banner and shows that no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is lamb.
“We know that lamb has been the meat that brings everyone together for decades, and what better way to celebrate the product than over a modern spring barbecue,” he said. “Our marketing aims to reach more consumers by making lamb more relevant to a diverse, modern Australia. This time around we are highlighting the diversity of religious beliefs, backgrounds and dietary requirements in modern Australia.
“Ultimately, our marketing activities are designed to showcase quality Australian lamb and return value to levy-payers by growing the demand for the product.”
As well as a long-form film and 30-second TV commercial, the campaign includes an integrated marketing strategy, with social media amplification, out-of-home billboards, a bespoke digital media partnership, in-store promotion and PR activity.
To further drive engagement among younger audiences, MLA will undertake a range of activities to connect and inspire young Aussies to cook with lamb. This includes social media content, recipes and a competition, all centred on shared lamb dishes and coming together with friends.
“Our marketing campaigns are informed by consumer data and insights, as well as learnings from past campaigns – and we are continually looking for improvements to create advertising that works and boosts preference and demand for Australian lamb,” said Howie. “This campaign is no different as it also utilises new research exploring the modern-day Australian dinner party and Australians’ love of lamb when entertaining based on its ease of use and versatility.”