Meat and Livestock Australia: Barbie Girl

The annual Australia Day campaign is the centerpiece of Lamb's yearly advertising. In 2011, the Sam Kevovich character had headed the campaign for eight years and was losing cut through and earned media support.

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...

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