A winter warmer from The Monkeys and Australian Lamb has begun its run. The campaign, Say More With Lamb, highlights how the food you serve says a lot about how you feel, and builds on the Share the Lamb platform.

The Monkeys’ series of six films hints at the anticipation that a dish being placed on the table creates, and suggest the message that each dish conveys. The films, directed by Jonny+Will from Finch, compare how so much more is said when it comes to lamb dishes prepared by loved ones, versus some of the less articulate accompanying trimmings that come with the meal.

Mum’s red wine lamb shoulder kicks off the campaign in 15- and 6- versions. It is timed for Christmas in July and runs on July on YouTube, BVOD, Facebook & Instagram, teamed with retail OOH.

Graeme Yardy, domestic market manager at MLA, stated, “Lamb is rightly famous in summer. Loved by Aussies and around the world for its unmatched versatility in cuisines and distinctive flavour, it’s ideal for entertaining occasions throughout the year. This campaign plays an important role for Australian Lamb in building even more relevance with culturally diverse Australians across the moments that really matter to them.”

Credits: 

Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy  
Brand Manager: Derek Lau
Assistant Brand Manager: Krystina Batt
 
Creative Agency: The Monkeys, part of Accenture Song

Production Company: Finch
Director: Jonny+Will
Producer: Cath Anderson
Cinematographer: Sean Ryan
Editor: Phil Ryan via Arc Edit
Grad & Online: Atticus
Music & Audio: Massive Music

Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Partnerships Traders: Joshua Coles & Rebecca Mitchell

PR Agency: One Green Bean