Meat & Livestock Australia: The Most Successful Lamb Campaign Ever
Agency: The Monkeys
Advertiser: Meat & Livestock Australia
Category: Food
Executive Summary
2015 was a great year for lamb, but 2016 was ridiculous.
'Operation Boomerang' smashed all targets on its way to becoming Meat & Livestock Australia's (MLA) most successful Australia Day Lamb campaign ever.
Combining an insightful strategy with a provocative creative idea and departing from the typical media approach, we generated phenomenal 'earned media' coverage and sent Aussies to butchers – and their BBQs – in droves.
All this,...