Meat & Livestock Australia (MLA): How ‘Make Lamb, Not walls’ made farmers their biggest ROI ever.

Meat & Livestock Australia (MLA), the independent meat regulation company, made farmers their biggest ROI ever.

Executive Summary

Financial journalist Michael Pascoe nailed it when he tweeted "Ah Lamb, you've done it again".

'Make Lamb, Not Walls' smashed all targets on its way to becoming Lamb's most talked about campaign in history.

Combining an enduring brand strategy with a culturally provocative idea that lampooned state border closures, we handed farmers their biggest ROI ever, more than tripled Lamb's retail sales targets and delivered an incremental volume uplift.