Meat & Livestock Australia - Lamb on Australia Day 2007 - 2009: Defying the law of Diminishing Returns

The challenge for Meat & Livestock Australia's "Lamb on Australia Day" was to maintain lamb's position as Australia's national meat, increase consumption in January and integrate a creative idea into point-of-sale to get retail support.

Meat & Livestock Australia – Lamb on Australia Day 2007–2009: Defying the law of Diminishing Returns

Agency: BMF

BACKGROUND

Traditionally, Lamb marketing was restricted to Spring when product quality and supply was at its peak. With improved...

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