Domestic Lamb

MLA dances lamb into Sydney’s Gay and Lesbian Mardi Gras + VIDEO

Terry Sim, February 21, 2017

MEAT & Livestock Australia’s is sponsoring the Sydney Gay and Lesbian Mardi Gras with a partnership promoting the ‘We Love Our Lamb’ brand.

The sponsorship was announced at the Mardi Gras Fair Day in Sydney last Sunday, with cook and lamb lover Hayden Quinn at the ‘We Love Our Lamb’ stand.

MLA said the innovative partnership would build on its recent lamb marketing activities promoting lamb as the meat that brings everyone together, which has been successful in MLA’s spring and summer campaigns.

MLA group marketing manager Andrew Howie said the partnership would allow MLA to continue to reach new audiences and consumers – and assist in continuing to grow demand for lamb.

“Ultimately, like MLA’s recent marketing activities for lamb, this partnership is about continuing to expand the reach of lamb to more Australians and consumers.

“We are informed by consumer insight and data in all of our marketing activities – and it is about continuing to make lamb relevant to a diverse, modern Australia in order to grow demand and increase returns to levy payers,” Mr Howie said.

The unity message promoted through lamb’s recent spring and summer campaigns had struck a chord with consumers and had allowed MLA to reach new audiences – with more than 14 million views of the advertising materials across the two campaigns and over 153,000 shares of the content through social media channels, Mr Howie said.

During the Mardi Gras Parade on March 4, a ‘We Love Our Lamb’ float will feature a digital billboard that will allow all lamb lovers to be a part of the Mardi Gras parade, by showing videos of them doing the ‘lamb dance’. Lamb supporters have until February 28 to upload their ‘lamb dance’ videos on the We Love Our Lamb Facebook page.

Mr Howie said what made lamb’s participation in the parade unique and innovative was allowing for Australians right across the country – regardless of where they lived – to show their support and be part of the float and the parade.

“This unique feature of our participation is in keeping with the lamb brand of bringing everyone together in celebration.

“The parade continues to champion unity and inclusivity – so it made perfect sense for lamb to join in the celebration,” Mr Howie said.

“Plus, it’s not a party without lamb on the menu.”

There will also be several other activities including national print media, localised outdoor advertising and social media.

Source: MLA.


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