Meat & Livestock Australia’s highly anticipated Australian lamb summer campaign is back in a new TV commercial that celebrates Australia reuniting with the rest of the world after years of isolation.
An Australian tradition, the annual lamb campaigns have built a strong legacy of highly topical advertising and thought-provoking creative content, which continue to generate widespread conversation and subsequent publicity for Australian lamb. The campaign also encourages Lamb purchases when shoppers are making their key protein choice across retail and food service environments.
Building on the ‘Share the Lamb’ brand platform, the six-week integrated campaign reflects upon how Australia has become isolated from the rest of the world due to strict international border closures during the pandemic.
MLA Domestic Market Manager, Graeme Yardy, said the advert was a reminder that Australia is a country not to be forgotten and we see heart-warming reunions as returning travellers make their way back to sunnier climates and lamb barbies.
“Each year the ‘Share the Lamb’ brand gives us a great opportunity to showcase how the unmistakeable flavour and aroma of lamb brings Aussie’s together, even through the very toughest of times. In 2021 we were all about breaking down state borders, but this year we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian Lamb,” Mr Yardy said.
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