Make lamb, not walls, says MLA in latest ad campaign + VIDEO

Terry Sim, January 11, 2021

AUSSIE lamb is proposed as a tongue-in-cheek solution to pandemic-inspired state border closures in Meat & Livestock Australia’s latest  Summer Lamb campaign.

MLA’s Australian Lamb’s annual summer campaign was launched today, showing the country uniting over lamb – and laughs – after a year that has seen Aussies more divided than ever.

Building on the ‘Share the Lamb’ brand platform, the integrated campaign reflects upon 2020 as a pivotal time in our history where, for the first time, Australia was physically distanced due to the pandemic.

The new TV advert takes us to the year 2031 – where division between states has escalated to new heights and a once united nation is separated by a great wall, towering over every state border – offering a tongue-in-cheek look at what could be if state borders are shut for good.

However, this un-Australian division can’t last forever as the great unification of Australia is sparked by an irresistible scent coming through a crack in the wall.

As the hero is overwhelmed by the aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding out a beacon of hope – a perfectly cooked lamb cutlet!

This act of unity triggers Aussies around the country to tear down the wall, overcome their fears and together share a delicious lamb BBQ.

MLA domestic market manager, Graeme Yardy, said the campaign showcases Aussie lamb in a topical yet light-hearted way, reflecting on what was an unprecedented and extremely challenging year for all Australians.

“2020 has been a year that has really tested the Australian spirit. For the first time in our history, hard borders between states challenged how we stay connected as individuals and as a country.

“As a brand that celebrates unity, in this year’s campaign, we wanted to reinforce that as a nation we are always stronger together,” Mr Yardy said.

“Our hope for 2021 will be that the virtual get togethers of the last 12 months will be replaced with family and friends enjoying each other’s company and sharing an Aussie lamb barbie, the most delicious meal of all.

“As ever, the campaign positions lamb as the meat of choice to unite us, installing a sense of Aussie pride while tapping into cultural themes and topical issues in a humorous and tongue-in-cheek way,” he said.

“January is a crucial time in MLA’s annual marketing calendar, designed to support continued strong domestic sales for lamb over the summer months and ultimately provide strong returns for Australian lamb producers, who we hope will really enjoy and support this latest installment.”

The ad aired on the Sunrise program this morning with ‘Lambassador’ Sam Kekovich and will appear on TV, Foxtel, online video, digital, social media, and outdoor displays.

A PR activation will help support the campaign and spark positive conversations about Aussie lamb across the nation.

To keep lamb top of mind and drive sales, the campaign will also connect with consumers along the ‘path to purchase’ with digital screens in retail outlets that are product-focused and deliver meal inspiration.

To watch the film visit the Australian Lamb Facebook and YouTube page or view the content at:


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