Meat and Livestock Australia - How to embed a 'new' tradition into Australian culture

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition.

Meat and Livestock Australia – How to embed a 'new' tradition into Australian culture



Warren Brown                 Executive Creative DirectorJeremy Nicholas              Strategic Planning DirectorGerry Cyron                    Author/Strategic PlannerDennis Koutoulogenis     CopywriterDale McGuinness            Art DirectorSam Reading                   Account DirectorDavid Flanagan              Account Director  


Meat and Livestock Australia (MLA)

David Thomason             General Manager, MarketingKaren Judson                  Co-author/Marketing Manager, BrandsJanice Byrnes                   Brand Manager  


To make Lamb our national dish...

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