Meat and Livestock Australia: Barbie Girl
BMF
Entry Information
Category: Product Manufacturing and DistributionCountry where program ran: AustraliaDates program started/ended: January 2012 – February 2012
Product Description:
The annual Australia Day campaign is the centerpiece of Lamb's yearly advertising.
Advertiser/Client Name: Meat and Livestock AustraliaMedia Channels: Social Networking, TV/Video/Radio, Web Advertising, Print
Website:www.youtube.com.au/LambAustraliaDay; www.facebook.com/samkekovich
Strategy
Marketplace challenge:
The Lamb campaign, headed up by Sam Kekovich was in its 8th year and, whilst still loved by consumers, his rant-y, bite-y social commentary was becoming the 'norm' and therefore losing cut...