Diversity is key to the new Meat and Livestock Australia (MLA) Spring Lamb campaign.
The campaign positions lamb as the meat hat brings everyone together by celebrating Australia’s diversity.
Under the established ‘We Love Our Lamb’ banner it highlights the central role lamb plays in celebrating the face of modern Australia regardless of race, religion, gender, sexual orientation, age or ability.
The campaign features appearances from indigenous Australians including 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’.
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.
“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs, gender, sexual orientation, age or ability. We all celebrate over lamb so this spring we’re getting everyone in the room.
“The face of Australia continues to evolve and change – and this campaign is about ensuring we are making red meat relevant to a diverse modern Australia.”
Mr Howie said the campaign also utilised ground-breaking data tools to help inform its multi-language campaign across media and outdoor advertising in metropolitan and regional areas.
The campaign had also partnered with start-up platform Feed Up – an online community where people come together and share unique pop-up dining experiences.
A month of ‘Lamb Get Togethers’ will occur on this pop-up dining community that will literally bring Aussies together over lamb.
Chef and lamb lover George Calombaris and a series of food influencers will host their events and spread the message across their channels, as they encourage people to get involved.
“This is a comprehensive campaign that not only utilises traditional marketing approach, but also takes advantage of new innovative channels to ensure we are reaching as many Australians as possible to drive demand for lamb,” Mr Howie said.