Meat & Livestock Australia - Lamb on Australia Day 2007 - 2009: Defying the law of Diminishing Returns

The challenge for Meat & Livestock Australia's "Lamb on Australia Day" was to maintain lamb's position as Australia's national meat, increase consumption in January and integrate a creative idea into point-of-sale to get retail support.

Meat & Livestock Australia – Lamb on Australia Day 2007–2009: Defying the law of Diminishing Returns

Agency: BMF

BACKGROUND

Traditionally, Lamb marketing was restricted to Spring when product quality and supply was at its peak. With improved production methods and supply chains, excellent quality Lamb became available all year round.

To achieve year-round presence on a low budget, Lamb sought to leverage existing public holidays, occasions and events.

In 1999 Lamb's advertising highlighted the injustice of American tariffs on Australian Lamb, imploring people to support the farmers and eat more Lamb. As well as selling lots of Lamb, the campaign...

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