Meat and Livestock Australia: Barbie Girl
Category: Product Manufacturing and Distribution
Country where program ran: Australia
Dates program started/ended: January 2012 – February 2012
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
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.