Meat and Livestock Australia - the lamb campaign

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...