Campaign Review: MLA Lamb, Berlei, Surf Life Saving Australia and Koala
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Rob Dougan, planning director at Clemenger BBDO Sydney, and Grant McAloon, executive creative director at Leo Burnett Sydney.
Brand: Meat and Livestock Australia
Agency: The Monkeys
The Verdict: The comedy lost its bite as the strategy fell flat
The Monkeys kicked off MLA’s Spring Lamb campaign by featuring gods, goddesses and religious figures in a non-religious woman’s backyard. The ad positioned MLA’s lamb as the meat which more people can eat.
Rob Dougan, planning director at Clemenger BBDO Sydney, says:
Dougan: “While the strategy of flirting with controversy to generate earned media has worked in the past, it falls flat here”
