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

Kit Lansdell, Fabio Buresti

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands