LAMB will be launched as the ultimate cross-cultural protein in a new Meat & Livestock Australia spring campaign that celebrates the meat’s ability “to unite all Aussies no matter race, religion or sexuality”.
This month, MLA launches its new Spring Lamb campaign positioning lamb as the meat that doesn’t discriminate.
Building on the long established ‘We Love Our Lamb’ platform, the integrated activity taps into the central role lamb plays in celebrating the face of modern Australia and bringing everyone together, no matter their race, religion, gender, sexual orientation, age or ability, MLA said.
The message will be spread to all Australians via media content, a traditional 30-second TV commercial, an innovative media approach, social amplification, out-of-home (OOH) advertising, a bespoke partnership and public relations.
The content created by the ad agency The Monkeys, cuts to the chase and addresses the fact that we are a welcoming and inclusive society that loves lamb, by featuring a cast of Aussies from all walks of life, coming together over a lamb barbecue, MLA said.
MLA group marketing manager Andrew Howie said what it means to be Australian is constantly evolving.
“Sadly, the true face of Australia isn’t being reflected on our screens and in the media, so lamb decided to do something about it.
“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs or sexual orientation,” he said.
“We all celebrate over lamb so this spring we’re getting everyone in the room.”
The campaign’s footage was shot in one take by director Paul Middleditch and features appearances from indigenous Australians, including Olympian Cathy Freeman, National Rugby League player Greg Inglis and model Samantha Harris. Other Aussies present include Greek-transgender comedian Jordan Raskopoulos, established television presenter Luke Jacobz, rising Bengali-Australian actor Arka Das and a long list of Australian extras, “to prove lamb is the ultimate cross-cultural protein”.
Staying true to inclusivity, the campaign will use in-language social media posts to tailor its communications to languages other than English for the first time, MLA said. The 90-second content will be shared across Facebook and YouTube, and the lamb message will also be spread across WeChat and Weibo to further engage Australia’s Chinese community.
MLA harnessed the proprietary tool DIMPLE (Diversity in Media: Planning Language & Ethnicity) to gain a genuine insight into the social fabric of our cultural neighbourhoods and key ethnic groups, and used this data to inform a multi-language News Limited Community Press partnership and high-impact OOH digital display activity. Focusing on areas with diverse backgrounds, it will spread unique messages linking lamb to diversity around sexuality, culture and language with Arabic, Vietnamese, Mandarin and Cantonese translations, MLA said. The OOH will also speak to the sight impaired community with specific braille placements in key metro sites.
The campaign’s message will be taken to the table via a partnership with start-up platform Feed Up. A month of ‘Lamb Get Togethers’ on the pop-up dining community will literally bring Aussies together over lamb, MLA said.
Chef and lamb lover George Calombaris and a series of influencers will host their events and spread the message across their channels, encouraging people to get involved.
MLA public relations will spread the message of lamb unifying all Australians across earned media, showing how different cultures embrace, share and consume the meat across the country. Research and bespoke tours will display lamb’s cross-cultural role here.
MLA also aimed to inspire shoppers pre-store, with catalogue and magazine placements. In store, driving accentuated appetite appeal during the campaign, there will be recipes and visually engaging POS pieces at shelf and on-pack. Exclusive point-of-sale suites have also been developed for butchers and grocery stores to cater to their shoppers.