Letters to Leaders campaign invites everyone to lamb on

Sheep Central, January 31, 2022

EVEN siloed Western Australian Premier Mark McGowan and the ‘diminashed’ English cricket team got an invitation to enjoy a lamb barbie in the latest Meat & Livestock Australia lamb promotion.

Following the launch of the annual Australian Lamb summer ad, The Lost Country of the Pacific, Aussie lamb went back to remind the world why Australia, and its delicious lamb, should not be forgotten.

The international billboard campaign ‘Letters to Leaders’, invited leaders around the world, including quarantined WA Premier Mark McGowan, to head back down under for a lamb barbie. The series of humorous messages have launched in major cities around the world and was run in London, New York, Paris, Auckland and Perth until Sunday 30 January.

The billboard campaign tapped into topical events and light-hearted rivalries, taking a subtle dig at the recent cricket score, ‘Hi England, cooking lamb over some ashes if you’re keen?’.

MLA is hoping the invites to other world leaders crack a smile, with the US message reading: ‘Hey Joe, BBQ at my place. Love, that ‘fella Down Under’.’, while in France, the billboard reads: ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’.

In New Zealand, the message: ‘Hey NZ, BBQ at ours. No need to bring any lamb’, was a gentle reminder to our friends over the ditch where the best lamb really comes from. Closer to home, the Perth message commented on the ongoing isolation from our state neighbours: ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’.

MLA’s domestic market manager Graeme Yardy said that now international borders — and nearly all of our state borders — are starting to open up, MLA wanted to get its Aussie Lamb message of unity out a bit wider this summer.

“We hope our Letters to Leaders give people a laugh, but also serve as a reminder that Australia is home to the most delicious lamb.”

To find out more about the campaign click here.

Source: MLA.


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