Campaign details

Agency: The Monkeys
Advertiser: Meat & Livestock Australia
Category: 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 1,400 pieces of earned media, delivering a 23% sales uplift and proving the power of provocative thinking.

Total Campaign Expenditure:

$1,930,207

What was the strategic communications challenge?

AUSTRALIA DAY: LESS POPULAR THAN EVER BEFORE - For most, Australia Day is a day on the calendar as reverential as Christmas. A day for BBQ's, cricket and celebrating together with friends and family. However, in recent times the mood of the nation had shifted. Voices questioning the appropriateness of the date and just how inclusive the day genuinely is for all Australians were growing - with 16% of all Australians, and 19% of those under 25 supporting changing the date'i. Questions were being asked, without too many answers. Fremantle Council took the unprecedented step of cancelling its Australia Day celebrations in a decision that further divided the nation.