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MLA is making lamb consumption look ‘Too Easy’ for spring

Sheep Central, September 10, 2018

MEAT & Livestock Australia has today launched its annual spring Lamb marketing campaign showing how easy it is to bring people together to share an Australian lamb meal.

The new integrated campaign features the new brand platform ‘Share the Lamb’ – an evolution of ‘You Never Lamb Alone’ – and continues to celebrate and champion lamb’s long history of bringing Australians together while actively inviting people to connect over a delicious Australian lamb dish.

MLA’s campaign communicates the ease of cooking lamb through two new adverts by its agency, The Monkeys. Titled ‘Too Easy’ the series of two advertisements play on the common Aussie vernacular through two unexpected scenarios – a man in a hot tub and a woman on a massage table – showing that preparing a delicious lamb meal is so easy you can do it with the minimum of effort.

MLA domestic market manager Graeme Yardy said the new brand and platform signalled an evolution of MLA’s successful lamb marketing over recent years while providing a more active invite to consumers.

“While our lamb brand platform has been successful, we are continually reviewing our marketing based on current research and data and looking to evolve to reflect current trends.

“This evolution reflects these emerging trends, while providing an excellent platform for future campaigns,” Mr Yardy said.

“Our research also shows that consumers are increasingly interested in where their food comes from.
“The move to an Australian lamb brand reflects this trend while simply highlighting the quality and nature of this home grown product.”

Making lamb advertising look easy

Mr Yardy said the series of ‘Too Easy’ adverts was about reminding Australians how easy it is to bring people together over lamb, no matter the occasion.

“The campaign celebrates the classic Australian ‘too easy’ culture as well as building on lamb’s core positioning around unity and inclusivity.

“It shows how lamb really is ‘Too Easy’ to cook and how it’s the perfect meal to treat friends and family,” Mr Yardy said.

“Australian lamb is such a versatile meat, with many cuts that work with many flavours.

“We wanted to ensure that food was central to the campaign storyline – which this does in a typically humorous way,” he said.

“Ultimately and most importantly, our marketing activities are designed to showcase quality Australian Lamb and return value to levy payers by growing demand for the product.”

The fully integrated campaign will include adverts run across TV, digital, radio and social. There will also be several media partnerships, including the Nova Network in Sydney and Broadsheet, to promote easy Lamb recipes.

In-store and product-focused point-of-sale material will promote lamb and its ease and versatility, while recipes developed by celebrity Chef Shane Delia will underpin the campaign.

To watch the new ‘Too Easy’ adverts, please visit the Australian Lamb Facebook and YouTube pages or visit www.australianlamb.com.au.

Source: MLA.

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