Meat and Livestock Australia - How to embed a 'new' tradition into Australian culture

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition.

Meat and Livestock Australia – How to embed a 'new' tradition into Australian culture

Agency

BMF

Warren Brown                 Executive Creative DirectorJeremy Nicholas              Strategic Planning DirectorGerry Cyron                    Author/Strategic PlannerDennis Koutoulogenis     CopywriterDale McGuinness            Art DirectorSam Reading                   Account DirectorDavid Flanagan              Account Director  

Client

Meat and Livestock Australia (MLA)

David Thomason             General Manager, MarketingKaren Judson                  Co-author/Marketing Manager, BrandsJanice Byrnes                   Brand Manager  

Objective:

To make Lamb our national dish...

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