LEGENDARY lamb-based meals for Aussie heroes is the theme for Meat & Livestock Australia’s Spring Lamb campaign launched yesterday.
MLA said the new content series aimed to demonstrate the ease and versatility of cooking with lamb by celebrating local heroes with renowned Aussie chefs cooking them legendary lamb meals as thanks for their inspiring work.
The Lamb Legends series kicks off with a three-part video series, where top chefs – MasterChef star Hayden Quinn, Mr Wong legend Dan Hong and Three Blue Ducks chef Darren Robertson – say thanks to a deserving legend with a tasty lamb meal.
MLA domestic market manager, Graeme Yardy said the Lamb Legends campaign demonstrates the everyday ease and versatility of Australian lamb whilst encouraging Aussies to cook and share a lamb dish with a legend in their own lives.
“At a time when we need it most, the series highlights the positive impact of connecting and sharing a delicious lamb meal with others.
“The feel-good campaign showcases inspiring legendary stories shared over a quick and easy lamb dish that can be easily prepared at home,” Mr Yardy said.
“In order to meet the needs of the evolving consumer during the COVID-19 period, the campaign will provide simple and practical cooking information in an engaging and inspiring way through relevant digital channels.
“The series aims to build confidence amongst consumers to cook with lamb and increase lamb meal consumption through a range of diverse cuts and cuisines,” he said.
Utilising the ‘Share the Lamb’ platform, the six-week Spring campaign will appear across digital video, on demand TV video broadcast, YouTube and social channels. Retailers will be promoting Australian Lamb through various in-store and catalogue activities.
A social competition will drive audience engagement with a chance to win a personal online cooking tutorial with Merivale head chef, Dan Hong.
Lamb supports cancer detection
In the first campaign video, Hayden Quinn treating his mate, Jimmy Niggles, to a plate of Mediterranean lamb cutlets. Jimmy is the founder of Beard Season, a charity that encourages skin checks to combat melanoma. He was inspired to start the movement after the tragic loss of a friend to melanoma. He grew up on a lamb property and knows the importance of a yarn over the barbecue, and uses his famous beard to start conversations and spread awareness. Hayden said he understands the value of early melanoma detection.
“We’re the sunburnt country, so to be able to spread the word about getting skin checks and saving lives is pretty amazing – and I wanted to say a big thanks to Jimmy for all the work he’s done.”
Lamb supports ocean pollution innovator
In the second campaign video, Byron chef Darren Robertson cooks a delicious spiced butterflied lamb leg for environmental entrepreneur, Pete Ceglinski. Pete has been around the ocean throughout his life, and in 2014 began a mission to free oceans of pollution. He founded the Seabin Project, a revolutionary method of cleaning up oceans with a floating bin designed to catch rubbish, oil, fuel, detergent and micro plastics. Darren said Pete is definitely a legend that deserves some love.
“He’s someone making genuine change to the environment around us. It’s amazing.”
Lamb support social enterprise
In the third video, Merivale executive head chef, Dan Hong, treats Colombo Social co-founder, Shaun Christie-David, to his famous grilled lamb forequarter chops dish. Colombo Special is an Enmore-based social enterprise eatery that supports immigrants, providing employment opportunities and supporting their integration into Australia.
“I’m in awe of what Shaun does for everyone, for the community, for asylum seekers, for refugees.
“It’s a small gesture to cook up some lamb chops for Shaun, but it’s nice to give back to someone who gives so much,” Dan said.
To watch the spring component of the Lamb Legends series visit www.australianlamb.com.au/lamblegends.
Photo caption: Chef Hayden Quinn and founder of the charity, Beard Season, Jimmy Niggles, feature in MLA’s new Lamb Legends series.
(click on image above for a high resolution version)