Credit where it’s due: MLA’s lamb campaigns
As the MLA unveils its latest Australia Day lamb ad we give Credit Where It’s Due to the legacy of clever campaigns which have come before it.
Selling lamb is not the most glamorous of briefs for any marketer or agency, but somehow every year Meat and Livestock Australia’s Australia Day campaign captures the public’s attention.
In little over a decade it has managed to turn lamb into the ‘must have’ staple for any good Australia Day party, making anyone who doesn’t have it feel ‘unAustralian’.
This year it made the tough decision to move on from its brand ‘Lambassador’ Sam Kekovich to embrace a new brand message – and one that’s probably more inkeeping with both modern day Australia and more shareable to boot.
My experience with the Australia Day campaign has been that the idea inspires everyone to rally together to make it the best it can be – you don’t get the normal inter-agency competitiveness on this. It’s all about being part of one of Australia’s most iconic pieces of advertising.
Testament to the strength of the concept and the client for creating the M.O. around it.
“Selling lamb is not the most glamorous of briefs for any marketer or agency….”
Can’t say I agree – I think a lot of marketers and agencies out there are missing the opportunity to promote Australian farm produce and the ag industry. Farming is an incredibly diverse and interesting industry and its a shame that no-one has taken the bull by the horns (so to speak) on this.