Meat & Livestock Australia: Lambnesia - A 9 year old idea smashes all sales results records

This case study describes a new angle to an old campaign adopted by Meat & Livestock Australia, a producer-owned organisation promoting meat.

Meat & Livestock Australia: Lambnesia & A 9 year old idea smashes all sales results records

Agency: BMF

Advertiser: Meat & Livestock Australia

Authors: Christina Aventi, Sarah Hood and Andy Ford

Total Campaign Expenditure:$1 – 2 million

Executive Summary

The Australia Day Lamb campaign has been monumentally successful to date. But we were in danger of Sam's entertainment value overshadowing our drive to sales.

By evolving the structure of our campaign, we were able to leverage Sam's fame, whilst reminding everybody that Sam was first and foremost a Lambassador.

Lamb sales surpassed all expectations,...

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