Meat & Livestock Australia (MLA) has launched its new spring lamb campaign, which positions lamb as the meat that brings everyone together by celebrating Australia’s diversity.
The campaign – under the established ‘We Love Our Lamb’ banner – highlights the central role lamb plays in celebrating the face of modern Australia regardless of race, religion, gender, sexual orientation, age or ability.
“The face of Australia continues to evolve and change – and this campaign is about ensuring we are making red meat relevant to a diverse modern Australia,” MLA Group Marketing Manager Andrew Howie said.
Utilising multiple channels and activities to touch as many Australians as possible, the innovative campaign features the traditional TV and online commercial, outdoor advertising, online platforms such as Facebook and YouTube, promotion in foodservice outlets and unique promotions across independent butchers and all major retailers.
The campaign will also use ‘in-language’ outdoor media and social media posts to tailor its communications to languages other than English for the first time. 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.
The outdoor advertising will also speak to the visually impaired, with specific braille placements in key metro sites.
The campaign also teams up with start-up platform Feed Up – an online community where people come together and share unique pop-up dining experiences – to run a month of ‘lamb-togethers’.
“This is a comprehensive campaign that not only utilises traditional marketing approaches, but also takes advantage of new innovative channels to ensure we are reaching as many Australians as possible to drive demand for lamb,” Mr Howie said.
MLA’s effective marketing of beef and lamb was recognised at the annual Effie Awards held in Sydney last week. The awards, hosted by The Communications Council, recognise ‘ideas that work’ in campaigns based on their effectiveness in achieving goals.
MLA’s ‘Operation Boomerang’ Australia Day campaign received the top award on the night and was also awarded gold in Food, Confectionary & Snacks; Short Term Effects; and Most Original Thinking. The ‘You’re better on Beef’ brand campaign was awarded a bronze in the Food, Confectionary & Snacks category.