MLA springs into action with new marketing campaign

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Meat & Livestock Australia (MLA) has launched its spring marketing campaign for lamb.

The campaign features the new brand platform ‘Share the Lamb’. According to the MLA, it sets out to “celebrate and champion lamb’s long history of bringing Australians together while actively inviting people to connect over a delicious Australian lamb dish”.

MLA says the campaign’s two adverts play on a “common Aussie vernacular”: a man in a hot tub and a woman on a massage table, showing that preparing a lamb meal is so easy you can do it with minimal effort.

“While our lamb brand platform has been successful, we’re continually reviewing our marketing based on current research and data and looking to evolve to reflect current trends,” MLA Domestic Market Manager Graeme Yardy said. “This evolution reflects these emerging trends, while providing an excellent platform for future campaigns.

“Our research also shows that consumers are increasingly interested in where their food comes from. The move to an Australian lamb brand reflects this trend while highlighting the quality and nature of this home-grown product.”

‘Too Easy’

Mr Yardy says the ‘Too Easy’ adverts remind Australians how easy it is to bring people together over lamb.

“The campaign celebrates the classic Australian ‘too easy’ culture,” he said. “It shows how lamb really is ‘too easy’ to cook and how it’s the perfect meal to treat friends and family.

“We wanted to ensure that food was central to the campaign storyline – which this does in a typically humorous way.

“Ultimately and most importantly, our marketing activities are designed to showcase quality Australian lamb. And to return value to levy payers by growing demand for the product.”

The fully integrated campaign will see adverts run across TV, digital, radio and social media. There will also be several media partnerships, including the Nova Network in Sydney and Broadsheet, to promote easy lamb recipes.

In-store and product-focused point-of-sale material will promote lamb and its ease and versatility. Further, recipes developed by celebrity chef Shane Delia will underpin the campaign.