MLA kicks off autumn lamb campaign with ‘The Currency Kitchen’ experience
Meat & Livestock Australia is building on its ‘You Never Lamb Alone‘ platform and the idea that lamb is the meat that brings people together, by launching a five-day event with top chefs which will “welcome everybody”.
Created by The Monkeys, The Currency Kitchen will offer guests a lamb-based dinner which they can pay any amount for, in a currency of their choice – with all proceeds going to charity.
The integrated campaign attempts to build on MLA’s proposition that lamb can play a role in unifying Australians of every culture, race, religion, gender, sexuality and ethnicity.
Looking at the credit list from agencies show why the agency model is doomed. Regardless of whether this is a good or bad idea – have there really been that many people involved to create and implement a very simple (and certainly not new) idea?!!!