Meat and Livestock Australia - the lamb campaign

Samantha Reading and Martin Rippon

Campaign, 1999-2000, to halt a 12 - year decline in lamb consumption, then increase it by 10%. Involved repositioning lamb in consumers' minds.

Meat and Livestock Australia the lamb campaign

Putting a smile on the face of Australian sheep farmers

Authors: Samantha Reading and Martin Rippon Agency: Brown Melhuish Fishlock

Objectives: To halt a 12year decline in lamb consumption, then to increase lamb consumption by 10%
Results: The decline in consumption was quickly stopped and sales volume grew 25% after two years of the campaign

 

SUMMARY

The new campaign strategy for lamb has brought about a dramatic change in fortunes for one of Australia's core primary industries, sheep farming. The gross...

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