Meat & Livestock Australia’s annual summer campaign for Australian Lamb has launched, urging Aussies to look up from their screens and ‘share the lamb'. The integrated campaign utilises the ‘Share the Lamb’ brand platform and sets out to remind a tech-obsessed nation — distracted by their phones, screens and social media — to seek out real-life connection and unite over delicious Aussie lamb. In the satirical ad we see an elite team disrupting people’s devices to bring them together face-to-face.
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From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV, the team taps into the phones of unsuspecting Aussies and unites them over an epic lamb barbie. MLA domestic market manager Graeme Yardy said this year’s campaign would again build on a topical issue while showcasing our quality Aussie lamb. “As a brand, Australian lamb is famous for unity,” he said.
“In this digital age, we wanted to show how lamb could disrupt social media, peel people away from their screens and get them together over a tasty meal.
“Our consumer insights show us lamb is the meal that Australians love to come together over and share.
“The campaign is focused on reminding consumers of the great opportunities to enjoy high quality lamb with family and friends this summer.”
The ad premiered on free-to-air TV and Foxtel on January 27 and the campaign will be pushed out across digital, social media and radio.
The broader campaign will include content across national media partners Southern Cross Austereo and Taste.com.au who will support the campaign across multiple channels, encouraging Aussies to get together and cook some tasty lamb. To watch the ad, visit: www.australianlamb.com.au
