BOTW: Good morning, Boomertown – MLA’s lamb campaign shows a good strategy can work for decades

Welcome to Unmade’s first Best of the Week for 2024, written in sunny Evandale, Tasmania, home after a road trip that took in everything from the Big Golden Guitar in Tamworth to the newly resurrected Big Spud in Sassafras.

There’s a Deloitte study crying out to be written on the marketing value of Australia’s Big Things.

And speaking of Australian things, this week saw the latest instalment of Meat & Livestock Australia’s latest summer campaign for lamb. It’s great.

That makes it the 20th year in the row that lamb has had something to say about the state of Australia.