Meat & Livestock Australia: "Bloody Idiots and Ratbags" do it again for Lamb
Fabio Buresti, Michael Hogg and Jamie Clift
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',...
