New MLA Lamb Campaign Celebrates Australia
This January, Meat & Livestock Australia (MLA) launches its latest lamb campaign, which shines a light on who we are as a nation, and celebrates modern Australia no matter what the date.
Created by The Monkeys, the advert opens on the pristine Australian coastline, as the nation’s first people search for the perfect spot to fire up a barbie. It doesn’t take long for other revellers to join the hosts. Every arrival, from the European settlers to the most recent of Australian migrants, is welcomed to the modern day lamb barbecue, each bringing their own dish and flavour to the celebrations. The resulting party is a truly united celebration of Australia.
Shot by director Paul Middleditch, the all-inclusive barbecue has appearances from familiar faces such as Sam Kekovich, Olympian Cathy Freeman and National Rugby player Wendell Sailor. Other Aussies present include Australia’s culinary gem, Poh Ling Yeow, renowned Australian cricket player Adam Gilchrist and LGBTQI comedian Rhys Nicholson alongside a list of Australian extras; again proving lamb is the most multicultural meat.
Scott Nowell, Executive Creative Director, The Monkeys, says, “The thought behind the ad this year, and following the evolution of lamb over the past 12 months, was to celebrate all the people who have contributed to making this country great, uniting the way we know best at this time of year, over a lamb barbecue. This time everyone was and is invited to be part of it.”
Viewers will get their first look at the new long-form advert from 12 January across digital channels including YouTube, Facebook and owned socials, with a 30-second TVC airing on 15 January.
Broadcast partner Channel Nine will support the campaign from launch, with a host of activity happening throughout January. This will include integration with the TODAY show, Australian themed movies and on air features throughout Channel Nine’s Summer of Cricket.
The campaign will also be supported by an on air partnership with the Nova Network’s Fitzy & Wippa nationwide program. Airing from January 12 through to January 26.
On January 26, lamb-lovers from across Australia will unite at Parramatta Park, Sydney at The Big BBQ where both Channel Nine and Nova will be broadcasting live to their audiences. As part of the Nova partnership, some lucky Aussies will be flown in from across the nation to join in the celebrations.
The ad will be pushed out across digital, social and TV. In-store, product-focused point-of-sale will deliver lamb barbecue inspiration, focusing on the variety of different cuts and cuisines.
Andrew Howie, Group Marketing Manager at MLA says, “As a brand, Lamb stands for unity. Australia is the greatest country on earth and lamb is the nation’s favourite meat. Hence we have brought those two things together to prove we should be able to celebrate this great country every day of the year.”
“How good is Wendell?” concluded Howie.
Watch it here:
Source: MLA, 12th January 2016
