Lamb on Australia Day: how to embed a 'new' tradition into Australian culture

Gerry Cyron and Robert Chandler – BMF; Andrew Cox – MLA


This case demonstrates how Meat and Livestock Australia (MLA), BMF (Advertising Agency), Universal McCann (Media Agency) and Hausmann Communications (PR Agency) transformed a period traditionally associated with low Lamb consumption to a ‘must eat’ Lamb occasion.

Over the period of 2000-2010, we shifted cultural habits and embedded a new tradition into Australian society that was unheard of before: eating Lamb on Australia Day. In fact, in just ten years Lamb has become to Australia Day what the chocolate egg is to Easter or the turkey to Christmas & Thanksgiving in the USA.

The investment in Australia Day and breakthrough creative work has delivered outstanding results for Lamb. Weekly servings have skyrocketed beyond pre-campaign levels despite surging retail prices, helping turn every marketing dollar invested in Lamb into AUD$14.22 incremental sales.