MLA’s summer campaign: border closures, Morrison’s holiday and lamb reuniting the nation
Border closures are front and centre of the Meat and Livestock Australia (MLA) 2021 summer lamb campaign, but at the heart remains the brand’s consistent message of unity. Mumbrella’s Zoe Wilkinson chats to domestic marketing manager Graeme Yardy about Christmas lockdowns, tongue-in-cheek humour, and taking a jab at Prime Minister Scott Morrison.
“As soon as we saw it in shot, we just went: ‘Yep. Absolutely. It works,” Meat and Livestock Australia’s (MLA) domestic marketing manager, Graeme Yardy, tells Mumbrella.
A disembodied hand reaches through a sky-high concrete wall, separating Queensland and New South Wales, offering a curious elderly man a simple lamb chop. He leans over it, and takes a bite.
“It’s one we discussed a lot in pre-production, just around that shot. Would he even be able to take a bite? Would we do some sort of cutaway with people? You know, sometimes people don’t like seeing food being actually eaten,” Yardy says.
