Inspiring consumers to look at lamb as an option for mid-week meals is the focus of Meat & Livestock Australia’s (MLA) new Spring Lamb campaign launched last week.
The six-week campaign builds on the successful ‘Too Easy’ campaign tagline and creative material, and includes a range of activities to appeal to consumers when they’re looking for ideas for weeknight dinners.
Confidence around lamb as everyday meal
MLA Domestic Market Manager Graeme Yardy said the campaign is aimed at educating and building confidence for Australians to cook lamb as part of their routine meals.
“From classic ‘go to’ recipes to simple cooking methods, the campaign is designed to demonstrate the ease of how to cook with lamb, inspiring consumers to eat differently, and break from their routine meal behaviours,” Mr Yardy said.
“Last year’s ‘Too Easy’ Spring Lamb campaign was successful in meeting consumer needs by demonstrating how lamb is suitable for mid-week meals and highlighting the versatile ways that lamb can be enjoyed.”
Lamb meets drive for convenience
Mr Yardy points out that people have less time to prepare and cook meals, driving demand for convenience and easy meals. Nearly four in ten meat purchases are made on the day of consumption, and the routine mid-week meal occasions account for 85 per cent of meal purchases.
“The new Spring Lamb campaign sets out to show Australians that cooking lamb really is easy by inspiring them in the lead-up to dinner, and educating consumers about the different cuts and ways lamb can be enjoyed.”
The integrated campaign will appear across outdoor locations, like bus shelters, along with video, digital, social, in-store radio and point of sale material.
Point of sale material including posters and recipe booklets will feature easy lamb recipes, ideal for spring.