Meat & Livestock Australia: How ‘Make Lamb, Not Walls’ made history for MLA.

Meat & Livestock Australia (MLA), the independent meat regulation company, increased volume sales in Australia by launching a humorous film that envisaged a future Australia where state powers had gone too far.

Campaign details

Brand: Australian LambAdvertiser: Meat & Livestock AustraliaEntrant: The Monkeys Australia, part of Accenture SongCategory: Single MarketPrincipal author: Kit Lansdell, The Monkeys Australia, part of Accenture Song

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 had fallen to its lowest level in a decade. And a once-in-a- century pandemic had extinguished its primary occasion...

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