It’s Australian Lamb’s big day on January 26, aka BBQ day, aka Australia Day. The Monkeys and MLA have already alerted Aussies that they should do their duty and remind the world that we still exist, even if we did lock ourselves away for two years.
Now Aussie Lamb is doing its duty, alerting world leaders as to why lamb shouldn’t be forgotten either…
…in classic Aussie Lamb-The Monkeys style. The style that has made Aussie lamb world-famous (OK, world-controversial). With topical humour.
The international billboard campaign, Letters to Leaders, invites leaders around the world – and even WA Premier, Mark McGowan (who seems to have ceded from Australia), to head back down under for a lamb barbie. The series of humorous messages has launched in major cities around the world and will be in London, New York, Paris, Auckland and Perth until Sunday January 30.
In New Zealand, the message, Hey Jacinda, BBQ at ours. No need to bring any lamb, is a gentle reminder to our friends over the ditch where the best lamb really comes from. Closer to home, the Perth message comments on the Australian the state the rest of Aussies used to be able to go to, Hey Mark, come visit Australia some time. We’ll fire up the barbie.
The UK billboard takes a subtle (really?) dig at the recent cricket score, Hi England, cooking lamb over some ashes if you’re keen?.
To the US, Aussie lamb offers, Hey Joe, BBQ at my place. Love, ‘that fella Down Under’. In France the billboard reads, G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty.
Graeme Yardy, domestic market manager at MLA says, “Now international borders (and nearly all of our state borders) are starting to open up, we wanted to get our Aussie Lamb message of unity out a bit wider this summer. We hope our Letters to Leaders give people a laugh, but also serve as a reminder that Australia is home to the most delicious lamb.”
Look out for the Australian Lamb Letters to Leaders billboards from now until Sunday January 30 2022 in London (UK), New York (USA), Paris (France), Auckland (New Zealand) and Perth (Australia). Find out more about the campaign here.
More monkeying around with Aus lamb:
Credits
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer & Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Emmalie Narathipakorn & Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Katie Bassett
OOH Producer: Alex Watson
Business Strategy Director: Kit Lansdell
Business Lead: Topher Jones
Senior Business Director: Fizzy Keeble
Senior Business Manager: Mitchell Bevan
Design Lead: James Halliday
Media Agency: UM
Senior Client Director: Hayley Pyper
Client Director: Laura Ellis
Senior Trading Manager: Shannen Clout
Partnerships Trader: Joshua Coles
Strategy Director: Cameron Roberts
Strategist: Maddison Thompson
Integrated Planning Director: Monique Chirgwin
Senior Integrated Planner: Andrew Harris
PR Agency: One Green Bean
