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Pop-up restaurant in Sydney is latest weapon in MLA lamb armoury

by Sheep Central, 09 May 2017

A POP-UP restaurant where Sydney patrons can pay for bespoke lamb meals with any currency is the latest innovation in Meat & Livestock Australia’s ongoing efforts to promote the premium sheep meat domestically.

The Currency Kitchen concept in MLA’s Autumn Lamb campaign aims to continue the positioning of lamb as the meat that brings all Australians together, with all monies raised from pop-up patrons going to charity.

It builds on MLA’s established “You Never Lamb Alone” platform, with integrated activities that tap into the role lamb plays in unifying Australians regardless of culture, race, religion, gender, sexuality and ethnicity.

The campaign will feature the pop-up restaurant in Sydney for five days from May 16, with The Currency Kitchen featuring leading chefs who serve up delicious lamb to diners who can pay for the experience with currency from anywhere in the world.

The Currency Kitchen’ top Australian chefs will include 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, MLA said.

As part of the campaign, the restaurant will be complemented by a number of marketing activities, including a partnership with Pedestrian.TV to target young Australians and an integrated broadcast strategy across TV, online video, out of home advertising and social media which will showcase the highly acclaimed 30 second advertisement used as part of MLA’s 2016 Spring Lamb campaign.

Autumn Lamb is aimed at younger consumers

MLA group marketing manager Andrew Howie said the Autumn Lamb campaign was an opportunity to further showcase Australian lamb to new, younger consumers while continuing to utilise the successful message around celebrating diversity and unity featured in recent MLA lamb marketing activities.

“The face of Australia continues to evolve and change and is made up of many rich and varied backgrounds. This campaign is about ensuring we are continuing to make red meat relevant to a diverse modern Australia.

“There is no better way to celebrate this diversity than by bringing people together in one room to experience the different ways that Australians enjoy lamb,” Mr Howie said.

“The Currency Kitchen is a new concept that enables you to pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together.”

Mr Howie said MLA’s marketing activities are designed to grow demand for lamb and aim to reach as many consumers as possible, including those that are not traditionally larger consumers of the product.

“All of our marketing activities are informed by detailed consumer insights and are ultimately designed to return value to Australian producers and the industry.”

The Currency Kitchen will open to the public in Sydney from Tuesday May 16 and run over five nights, concluding on Saturday May 20, with money raised going to charity.

Lamb lovers are encouraged to book their place at The Currency Kitchen by visiting www.TheCurrencyKitchen.com.au and discover delicious new lamb recipes by visiting the We Love Our Lamb Facebook and YouTube page.

For an overview of MLA’s domestic marketing activity click here: www.mla.com.au/marketing-beef-and-lamb/domestic- marketing/.

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