Meat & Livestock: Lamb. The Meat More People Can Eat

Meat & Livestock Australia (MLA) did some funny adverts in the past (Operation Boomerang -, 2016, You Never Lamb Alone – 2016, Celebrate Australia with a Lamb BBQ – 2017). Now they add religion in the equation and this provoked a storm of protest from all over the world.

Directed by Steve Rogers and created by the advertising agency The Monkeys, the advert shows the gods, goddesses, and prophets of different faiths and beliefs coming together over lamb at a table. Featuring actors portraying Jesus Christ, Buddha, Zeus, Aphrodite, Moses, L. Ron Hubbard, and the Hindu god Ganesh, the advert was not well received by religious people.

The Australian Advertising Standards Bureau has received about 30 complaints about the ad. Meat & Livestock: Lamb. campaign could be boycotted by Hindus across the world after this advert poked fun at their vegetarian God Ganesha. Also, Australia’s Anglican community has expressed its outrage over the controversial lamb advertisement. Melbourne Anglican Bishop Philip Huggins said Meat and Livestock Australia’s campaign was “cleverly disrespectful”. But Meat and Livestock Australia said it had never intended to offend anyone with its new campaign. “Lamb is the meat that brings people together. Our ‘You Never Lamb Alone’ campaigns have promoted the value of unity and inclusivity. This latest campaign installment is no different,” MLA Group marketing manager Andrew Howie said.

Meat & Livestock press release:
MLA Group Marketing Manager Andrew Howie said the new campaign continues under the ‘You Never Lamb Alone’ banner and this time around shows no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is Lamb.

“We know that Lamb has been the meat that brings everyone together for decades, and what better way to celebrate the product than over a modern spring barbecue,” Mr Howie said.

“Our marketing aims to reach more consumers by making Lamb more relevant to a diverse, modern Australia. This time around we are highlighting the diversity of religious beliefs, backgrounds and dietary requirements in modern Australia.

“Ultimately, our marketing activities are designed to showcase quality Australian Lamb and return value to levy-payers by growing the demand for the product.”

As well as a long form film and 30 second TV commercial, the campaign includes an integrated marketing strategy, with social media amplification, Out of Home billboards, a bespoke digital media partnership, in store promotion and PR activity.

To further drive engagement amongst younger audiences, MLA will undertake a range of activities to connect and inspire young Aussies to cook with Lamb. The tailored program will include social media content, simple recipe inspiration and a competition, all centred on shared Lamb dishes and coming together with friends.

“Our marketing campaigns are informed by consumer data and insights, as well as learnings from past campaigns – and we are continually looking for improvements to create advertising that works and boosts preference and demand for Australian Lamb,” Mr Howie said.

“This campaign is no different as it also utilises new research exploring the modern-day Australian dinner party and Australian’s love of Lamb when entertaining based on its ease of use and versatility.”

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