Meat & Livestock Australia’s summer campaign for Australian lamb has launched, calling for Australia and New Zealand to come together over a lamb meal.
Building on the new brand platform ‘Share the Lamb’, the campaign sets out to extend the rosemary sprig to our neighbouring nation and bridge the divide over something everyone can agree on — lamb.
The campaign features a new long-form advertisement, which takes us back to 1900 when Australia’s first Prime Minister, Edmund Barton, was finalising the Constitution Act to make NZ part of the Commonwealth. This historical moment inspires two modern-day Aussie politicians to connect both countries again.
The stage is then set for both nations to come together over a lamb barbecue, among a huge floating party in the middle of the Tasman Sea.
The comical ad celebrates the best of both nations and joins us together in ‘New Australia-Land’.
MLA domestic market manager Graeme Yardy said quality Australian lamb would again be front and centre of the campaign, while utilising the brand’s trademark humour to encourage consumers to come together and share some Australian Lamb.
‘‘The good-humoured rivalry between Australia and New Zealand is something that underpins both countries’ cultures.
‘‘As a brand, lamb stands for unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb,’’ Mr Yardy said.
‘‘Our marketing is driven by deep consumer insights.
‘‘We know that undoubtedly, lamb is the meal that Australians love to share across the summer.
‘‘Our job is to remind consumers of these great opportunities to enjoy lamb and the care and quality of Australia’s hard working lamb producers.’’
The campaign will see the ad run across national metropolitan and regional television, digital, social and radio.