Meat & Livestock Australia: How un-Australia delivered sublime new records for 100% Australian Lamb

Australian Lamb's "Un-Australian" campaign was launched to create fame, relevance, and a desire for lamb.

Executive summary

"I have written about the Lamb ads from the very beginning until a few years ago. They have all been brilliant, but this is sublime" commented Simon Canning, the former Mumbrella Marketing and Advertising Editor and senior journalist for The Australian.

The stakes for every summer lamb campaign are exceptionally high. An Omicron outbreak in January 2022 left shelves bare and impacted last year's campaign. Raising the stakes even higher for 2023.

Yet in 2023 lamb faced two distinctly different challenges to previous years.

Sales, penetration and brand affinity had skewed precariously towards aging buyers over 60...

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