Meat & Livestock Australia: "Bloody Idiots and Ratbags" do it again for Lamb

This case study shows how Meat and Livestock Australia overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Campaign details

Agency: The MonkeysAdvertiser: Meat & Livestock AustraliaCategory: Food

Executive Summary.

When Pauline Hanson labelled us "a bunch of politically correct ratbags," we knew we were onto a winner.

Lamb, the brand that stands for 'Unity', could no longer ignore the elephant in the room: the day we should be most united as a nation - Australia Day - was instead driving us apart, by excluding Indigenous Australians.

Our solution was to celebrate everyone that makes Australia great, not the day or the date. It became Lamb's most talked about campaign ever, generating over...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands