'We Love Our Lamb'
How Staying True to a Long Term Strategy in Tough Market Conditions Delivered a Seventy-fold Return on Investment
EXECUTIVE SUMMARY
This case is about how Meat & Livestock Australia (MLA) and its agency BMF delivered a significant return on a modest advertising investment from lamb producers. The campaign enabled the value of the industry to grow 17.4% by driving consumer demand at a time of serious drought, when supply was down.
This was the third year of the 'We love our Lamb' campaign, a successful long-term marketing strategy of brand and tactical activity. It was not...