Livestock

Lamb campaign wins award

By Country News

Oct 21, 2024

Sam Kekovich is a regular in the lamb advertisements. Photo by Bianca Mibus

A 2024 viral advertisement — the Australian Lamb “Generation Gap” campaign — has won six awards at the Australian Effie Awards.

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The advertisement was a collaboration between Meat & Livestock Australia (MLA) and The Monkeys, which are part of Accenture Song, and also won gold as part of its haul at the awards last week.

The Effie Awards celebrate outstanding advertising effectiveness, recognising the best campaigns that deliver measurable results.

The Effie Awards highlight the connection between creativity and performance, rewarding campaigns that have demonstrated their ability to drive successful outcomes for their clients.

According to MLA’s General Manager for Marketing and Insights Nathan Low, the awards are recognition of the work MLA’s marketing team and The Monkeys do each year to deliver entertaining and insightful campaigns that lift the profile of Australian red meat and deliver outcomes for producers.

“Lamb is well known for being the great unifier and The Monkeys and MLA work together to realise that vision every year in creative and entertaining ways,” Mr Low said.

“MLA makes these investments for the benefit of our stakeholders, so these wins at the Effie Awards are recognition of the effectiveness of our advertising in delivering demonstrable results.

“MLA will continue to use insights and data to inform our ideas, striving to create effective marketing programs that exceed our targets and deliver returns for producers and the wider red meat industry.”