Meat and Livestock Australia: Barbie Girl

BMF

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: Australia
Dates 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 Australia
Media 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 through and support through earned media.