Meat & Livestock Association: Lambnesia

This case study explains how Meat & Livestock Australia, a trade body, increased sales of lamb with a new approach to its annual Australia Day campaign.

Meat & Livestock Association: Lambnesia

Christina Aventi and Sarah HoodBMF

SAM & AUSTRALIA DAY, A CASE OF SERIAL PLANNING

The challenge was to rejuvenate an 8 year old formula that was a little frayed but still delivering good sales results.

The Australia Day Lamb campaign has become as expected as the holiday itself. Sam Kekovich bellowing the year's most UnAustralian happenings; a very successful formula.

Hardly a challenge really but planning has been part of this journey of keeping Sam & Lamb fresh. This paper is an example of planning's contribution, serial planning if you will, designed to cycle...

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