Meat & Livestock Australia (MLA) has launched its summer lamb campaign, promoted as ‘roasting the comments section’.
This season’s ad was created using real online comments that divided our nation on so many topics.
“With its typical tongue-in-cheek humour, we’re encouraged to get out of the comments and get stuck into a lamb cutlet instead,” reads a statement. “After all, our shared love of lamb is one thing we can all agree on.”
MLA General Manager for Marketing and Insights Nathan Low says the summer lamb campaign showcases lamb as the protein that brings Aussies together.
“When you delve into the world of online commentary, it would leave you thinking we’re all at each other’s throats, no matter how trivial the topic,” he says.
“But in real life, we don’t treat each other like that. The summer lamb campaign is an irreverent reminder that we’re at our best when we’re united, and there’s no better way to bring everyone together than an Aussie lamb BBQ.”
Building on the ‘Share the lamb’ brand platform, the five-week integrated campaign features topical jokes, a “good dose” of satire, and “lots” of “mouth-watering” lamb. It will feature prominently across online video, cinema, retail out-of-home, paid social and PR.
To keep lamb top of mind and drive purchase in-store, the campaign will also connect consumers with a presence in major retail environments including Coles, Woolworths, IGA, Costco, Drakes and butchers. Product-focused online promotion, digital screens, catalogue, digital assets and point of sale activity will deliver meal inspiration and drive purchase in-store.
The full-length ad premiered during the national evening news of Seven and Nine on 7 January. This will be followed by a national rollout across free to air, catch-up and subscription TV, cinema, paid social and retail out of home channels.