We Love our Lamb – how a successful long term strategy has paid off for the Australian Lamb industry
EXECUTIVE SUMMARY
This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards.
The 'We love our Lamb' campaign, as a multiple award winner in previous effectiveness awards, is well known for its turning around consumer attitudes and demand for Lamb in the short term. What is not appreciated is how it continues to grow demand and is delivering real long-term success.
In six years the campaign...