Lamb is an Aussie tradition. It’s chops and two veg, two white parents with 2.2 children, Holdens and back yards.
The tradition is defunct. And The Monkeys have recognised an opportunity for lamb to be the spearhead of a new Aussie tradition. Diversity.
We (still) Love Our Lamb, and The Monkeys are making it the Aussie love that brings us together. The Monkeys have made lamb “the meat that doesn’t discriminate”.
The content at the core of MLA’s Spring Lamb campaign, makes its point the Aussie way – straight up. The You Never Lamb Alone celebration (actually an outdoor barbecue) of modern Australia by The Monkeys pointedly welcomes all races, religions, genders, sexual orientations, ages and ability.
Because, “You know what’s good about diversity? Everything.”
This message will be spread to all Australians via content, a traditional 30 second TVC, an forward-thinking media approach, social amplification, OOH, a partnership and PR.
Andrew Howie, group marketing manager at MLA stated, “What it means to be Australian is constantly evolving. Sadly, the true face of Australia isn’t being reflected on our screens and in the media, so lamb decided to do something about it.
“Aussies from all walks of life love their lamb, no matter our ethnicity, religious beliefs or sexual orientation. We all celebrate over lamb so this spring we’re getting everyone in the room.”
The core film was shot in one take by director, Paul Middleditch, and its crowd of Aussie lamb fans includes indigenous Australians like Olympian, Cathy Freeman; NRL player, Greg Inglis and model, Samantha Harris. Other Aussies present include Greek-transgender comedian, Jordan Raskopoulos; television presenter, Luke Jacobz; rising Bengali-Australian actor, Arka Das.
To be true to its message of inclusivity, the campaign will use in-language social media posts to tailor its communications to languages other than English for the first time. The 90 second content will be shared across Facebook and YouTube, and the lamb message will also be spread across WeChat and Weibo.
MLA has also made use of UM’s proprietary tool, Dimple, based on Census data, to gain a detailed understanding of Australia’s diversity , and used this data to build a multi-language News Limited Community Press partnership and high-impact OOH digital display activity. Its messages, linking lamb to diversity, will cover sexuality, culture and language with Arabic, Vietnamese, Mandarin and Cantonese translations. The OOH will also communicate to the sight-impaired community with specific braille placements in key metro sites.
A partnership with start-up platform, Feed Up, will combine diversity and food. A month of Lamb Get Togethers on this pop-up dining community will bring Aussies together over lamb. Chef and lamb lover, George Calombaris, and a series of influencers will host their events with a series of influencers and spread the message across their channels.
PR will show how different cultures embrace, share and consume lamb across the country. The campaign will be supported below-the-line with catalogues and native content pre-store, and recipes and POS in-store.
