The Monkey’s Operation Boomerang lamb campaign wins Mumbrella TV Ad of the Year for MLA

Sheep Central, July 1, 2016

OPERATION Boomerang — Meat & Livestock Australia’s kale-torching Australia Day lamb advertisement has delivered Mumbrella’s TV Ad of the Year award to the red meat industry research and marketing body for the second consecutive year.

The “Operation Boomerang”  Australia Day campaign ad, developed by independent media agency The Monkeys, claimed ‘TV Ad of the Year’ at the annual Mumbrella Awards in Sydney last night.

The MLA marketing team was also shortlisted for Australia’s ‘Marketing team of the Year’, recognising MLA for its body of work across beef and lamb marketing over the 2015/16 period.

The prestigious and coveted Mumbrella Awards celebrate the best, bravest and brightest work across the media and marketing industries.

This year’s ad featured Lambassador Sam Kekovich, who was joined by cult SBS newsreader Lee Lin Chin and a host of Australian icons, on a mission to save Australians abroad from going without lamb BBQ on Australia Day. The campaign video was watched over 5.5 million times online and generated 1310 pieces of media coverage to deliver a cumulative audience in excess of 423 million worldwide.

The video campaign also survived a formal Advertising Standards Board hearing, prompted by almost 650 complaints from vegans and others about a kale-torching scene, commando extraction raids on apartments and the use of the ‘Operation Boomerang’ title.

MLA group marketing manager Andrew Howie said the “Operation Boomerang” ” Australia Day campaign generated a 34.4 percent sales lift versus the weekly average, for the week preceding Australia Day, and a 39.5pc sales lift versus the weekly average, for the week of Australia Day. This equates to a 36.9pc sales increase across the two week campaign period.

“This is MLA’s most successful Australia Day campaign on record.

“By continuing to promote Australian lamb as a quality product we are seeing demand strengthen – ultimately delivering value back to the farm gate,” Mr Howie said.

MLA chief marketing and communications officer Lisa Sharp said recognition for beef and lamb marketing programs, underpinned MLA’s whole body of work.

“We are delighted to receive these accolades from industry and popular public vote.

“In an increasingly competitive domestic market, what matters most is driving demand and consumer preference for red meat in Australia,” Ms Sharp said.

“We will continue to be relentless in our pursuit of effective marketing programs that deliver returns for producers and the broader red meat industry.”


  • TV ad of the yearWINNER: Meat & Livestock Australia – MLA Australia Day by The Monkeys


  • Marketing team of the yearMeat & Livestock Australia.
  • Collaborator of the year: Meat & Livestock Australia, One Green Bean, The Monkeys, UM
  • Ad campaign of the year: Meat & Livestock Australia – MLA Australia Day by The Monkeys

To also view MLA’s latest “You’re better on Beef” campaign ad click here

Source: MLA.



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  1. Byron Macdonald, July 3, 2016

    Seems barbaric to me, I am surprised it worked.

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