Australia Pushing lamb as interfaith dish

by Editor fleischwirtschaft.com
Wednesday, September 06, 2017
Photo: rh

Meat & Livestock Australia (MLA) has launched its latest Lamb marketing campaign – positioning Lamb as the meat more people can eat regardless of their religious beliefs, background or dietary requirements.
The new integrated campaign continues with the theme that Lamb is the dish that brings everyone together, with the creative content for online, social and TV showing the Gods, Goddesses and Prophets of different faiths and beliefs coming together over Lamb at a modern day spring barbecue.

MLA Group Marketing Manager Andrew Howie said the new campaign continues under the ‘You Never Lamb Alone’ banner and this time around shows no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is Lamb.

As well as a long form film and 30 second TV commercial, the campaign includes an integrated marketing strategy, with social media amplification, Out of Home billboards, a bespoke digital media partnership, in store promotion and PR activity.

To further drive engagement amongst younger audiences, MLA will undertake a range of activities to connect and inspire young Aussies to cook with Lamb. The tailored program will include social media content, simple recipe inspiration and a competition, all centred on shared Lamb dishes and coming together with friends.

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