Campaign details

Agency: The Monkeys
Advertiser: Meat & Livestock Australia (MLA)
Category: Long Term Effects

Executive Summary.

2015 and 2016 were Lamb's best years ever.

'You Never Lamb Alone' transformed a business experiencing five-years of flat-line sales, into a powerhouse delivering record volume and value growth, generating an incremental $97M for farmers.

Combining a disciplined and sustained commitment to: 1) a long-term brand strategy; 2) an emotive brand platform; and 3) provocative creative campaigns, Lamb consistently generated phenomenal 'earned media' coverage and sent Aussies to the butchers in droves.

All this despite declining budgets, sky-high retail prices, increasing consumer price sensitivity, the challenge of chicken, and the World Health Organisation labelling red meat "probably carcinogenic".

Total Campaign Expenditure:

$9,782,000 (2015 and 2016 combined)

What was the strategic communications challenge?