Taking it further than the trade pubs: PRing the MLA Lamb ad
The reach of the Summer Lamb ad by Meat and Livestock Australia goes further than the typical marketing trade industry spaces. MLA’s Graeme Yardy and Havas PR (One Green Bean)’s Simone Gupta spoke to Mumbrella’s Anna Macdonald about the PR strategy behind the advertisement.
Meat and Livestock Australia’s (MLA) Summer Lamb ad has become a staple of the Australian advertising calendar and is one of the few advertising campaigns to be consistently covered outside of the usual trade publications (Mumbrella included in those). The 2021 campaign, for example, was covered by the New York Times.
“Summer Lamb is such a unique beast,” says MLA domestic market manager Graeme Yardy, “In that, it’s something that – as a piece of commercial advertising – we get requests about when [it’s] coming out from the public. We have our stakeholders, we have the Department of Agriculture going: ‘Hey, can you give us a sneak peek?’.”
Graeme Yardy
Sorry but that is an absolutely crap ad