‘A healthy appetite for risk’ – how MLA marketing boss Nathan Low stays on the right side of the line

Meat and Livestock Australia (MLA) is already preparing for its 2022 summer lamb campaign, having set the expectation of producing something bold that captures the mood of the time.

MLA’s lamb campaigns over the years, including the 2021 campaign which addressed border closures and Scott Morrison’s ill-timed summer holiday, have had a knack for balancing risk and tapping into the cultural zeitgeist.

“It’s about a healthy appetite for risk,” MLA general manager, marketing and insights, Nathan Low, told Mumbrella on this week’s Mumbrellacast. “It’s about taking a smart risk, clever risk, and really dancing the dance to stay on the right side of the line, but [still] really push the needle.