Australian Lamb Unites a Nation

The year is 2031 and giant walls splinter Australia into divided states. What if anything will unify this once great nation again? Lamb. Delicious, delicious lamb.

Australian Lamb’s annual summer campaign launched today, showing the country uniting over lamb after a year that has seen Aussies more divided than ever.

Building on the ‘Share the Lamb’ brand platform, the integrated campaign reflects upon 2020 as a pivotal time in the nation’s history where, for the first time, Australia was physically distanced due to the pandemic.

In 2031 as a crack begins to grow in one of the great walls, the irresistible scent of lamb wafts through. An old man chips away at the concrete, a hand reaches out holding a lamb chop. The rest is history.

When asked about starting the revolution that took down the walls and united the country once more, the old man replies “I just wanted some lamb.”

“2020 has been a year that has really tested the Australian spirit. For the first time in our history, hard borders between states challenged how we stay connected as individuals and as a country,” said MLA Domestic Market Manager, Graeme Yardy. “As a brand that celebrates unity, in this year’s campaign, we wanted to reinforce that as a nation we are always stronger together. Our hope for 2021 will be that the virtual get togethers of the last 12 months will be replaced with family and friends enjoying each other’s company and sharing an Aussie lamb barbie, the most delicious meal of all.

The ad aired on the Sunrise program this morning with ‘Lambassador’ Sam Kekovich and will appear on TV, Foxtel, online video, digital, social media, and outdoor displays. A PR activation will help support the campaign and spark positive conversations about Aussie lamb across the nation. To keep lamb top of mind and drive sales, the campaign will also connect with consumers along the ‘path to purchase’ with digital screens in retail outlets that are product-focused and deliver meal inspiration.

“As ever, the campaign positions lamb as the meat of choice to unite us, installing a sense of Aussie pride while tapping into cultural themes and topical issues in a humorous and tongue-in-cheek way,” added Yardy.

“January is a crucial time in MLA’s annual marketing calendar, designed to support continued strong domestic sales for lamb over the summer months and ultimately provide strong returns for Australian lamb producers, who we hope will really enjoy and support this latest installment.”

Credits:

Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Anna Sharp
Assistant Brand Manager: Krystina Batt

Creative Agency – The Monkeys, part of Accenture Interactive
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creative team: Harry Boothman & Joash Tham
Art Director OOH: Jonathan Rands
Business Strategy Director: Kit Lansdell
Group Content Director: Ciaran Miller-Stubbs
Content Director: Fizzy Keeble
Senior Content Manager: Ruth Peck
Senior Producers: Christina Wilmot & Penny Brown
Producer OOH: Will Haslingden
Design Lead: James Halliday
Senior Designer: Laura Ives

Production Company: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
Producer: Megan Ayers
Managing Partner: Adrian Bosich
DOP: Lachlan Milne
Edit House: ARC Edit
Editors: David Whittaker & Lucas Baynes
VFX: Airbag
Grade: Fergus Rotherham
Conform: White Chocolate
Music & Sound by Song Zu
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia
Media agency – UM
Georgina Parchert – Connections Strategist
Jonny Day – Connections Design Director
Hayley Pyper – Client Director
Jenny Lam – Senior Partnerships Manager
Joshua Coles – Partnerships Executive
PR Agency – one green bean