Lamb on Australia Day: how to embed a 'new' tradition into Australian culture
Gerry Cyron and Robert Chandler – BMF; Andrew Cox – MLA
This case demonstrates how Meat and Livestock Australia (MLA), BMF (Advertising Agency), Universal McCann (Media Agency) and Hausmann Communications (PR Agency) transformed a period traditionally associated with low Lamb consumption to a ‘must eat’ Lamb occasion.
Over the period of 2000-2010, we shifted cultural habits and embedded a new tradition into Australian society that was unheard of before: eating Lamb on Australia Day. In fact, in just ten years Lamb has become to Australia...