Directed by Paul Middleditch, this funny commercial was created by the advertising agency The Monkeys, Sydney for Meat and Livestock Australia (MLA) and it features Olympian Cathy Freeman, National Rugby League player Greg Inglis and model Samantha Harris. Other Aussies present include Greek-transgender comedian Jordan Raskopoulos, established television presenter Luke Jacobz, rising Bengali-Australian actor Arka Das and a long list of Australian extras, who prove ‘lamb is the ultimate cross-cultural protein’.
This year campaign highlights the central role lamb plays in celebrating the face of modern Australia regardless of race, religion, gender, sexual orientation, age or ability.
MLA Group Marketing Manager Andrew Howie said the Spring Lamb campaign was an opportunity to promote quality Australian lamb to consumers at a peak time for the industry – ultimately driving demand and adding value back to lamb producers. “Our marketing campaigns are informed by consumer insights and data, as well as learnings from past campaigns – and we are continually looking for improvements across all aspects of our marketing business and creating advertising that works,” Mr Howie said.
Last year Meat & Livestock’s campaign was epic.
Credits:
Director: Paul Middleditch
Executive Creative Director: Scott Nowell
Creative Director: Grant Rutherford
Copywriter: Tim Pashen
Producer: Abby Hunt
Producer: Caroline David
Producer: Jess Bonney
Senior Art Director: Barbara Humphries
Planning Director: Michael Hogg
Managing Director: Matt Michael
Content Director: Katie Wong-Hee
Content Manager: Victoria Zourkas
Head of Production: Thea Carone
Post production: The Editors
Editor: Peter Whitmore
Colourist: Christine Trodd
Sound: Song Zu
Utilizing multiple channels and activities to touch as many Australians as possible, the innovative campaign will feature the traditional TV and online commercial, outdoor advertising, online platforms such as Facebook and YouTube, promotion in foodservice outlets as well as unique promotions across independent butchers and all major retailers.
The campaign will also use in-language outdoor media and social media posts to tailor its communications to languages other than English for the first time. Focusing on areas with diverse backgrounds, it will spread unique messages linking lamb to diversity around sexuality, culture and language with Arabic, Vietnamese, Mandarin and Cantonese translations.
