Australian Lamb: How a Lamb Cutlet Re-United Australia after its Most Divided Year Ever

Meat and Livestock Australia (MLA), an independent company, launched a campaign in Australia to halt the value and volume decline and return lamb to growth, overcome the price premium and deliver value over and above media spend.

Campaign details

Brand: Australian LambBrand owner: Meat and Livestock AustraliaEntrant company: The Monkeys SydneyIdea creation: The Monkeys SydneyMarket: Australia Sector: Meat, poultry, fishMedia channels: Online display, Online video, Outdoor, Out-of-home, Point-of-purchase, In-store, Social media, Television & Connected TVBudget: 500k - 1 million

Executive summary

With record heatwaves, droughts and raging bushfires, 2019 was dubbed ‘probably the worst year in a century’ for Australia. And the most daunting for Australian Lamb.

Little did they know what was coming.

By the end of 2020, Australian Lamb consumption was at its lowest level...

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