No more wild and provocative ideas. The Monkeys and MLA have stepped inside the box (OK, some would say almost) to find the ideas for their annual spring lamb campaign this year. They’ve also let go of the brand line, You Never Lamb Alone, replacing it with Share the Lamb. More noticeable is the campaign’s introduction of the classic Australian phrase, Too Easy, and a strategy that reminds the time-poor and the cooking-confidence bereft Aussie to give lamb a go.

Graeme Yardy, domestic market manager at MLA commented, “We want to remind Australians that it’s easy to bring people together over lamb, no matter the occasion. This campaign celebrates the classic Australian ‘too easy’ culture and builds on lamb’s core positioning of unity and inclusivity.

“Australian Lamb is such a versatile meat, with many cuts, and works with many flavours, we wanted to make sure the food was central to the campaign storyline.”

The Too Easy campaign is running across TV, digital, social, OOH and radio from today. PR will spread the message across earned media in the coming weeks. In-store activation and point-of-sale will support Australian lamb sales with retailers. Media agency, UM’s plan includes a broadsheet partnership. There will also be product-focused messaging across small format transit OOH and mobile.

Credits

Creative Agency: The Monkeys
Chief Creative Officer & Co-Founder: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick

Senior Copywriter: Benn Sutton
Art Director: Alastair Flack
Head of Planning: Michael Hogg
Managing Director: Matt Michael
Group Content Director: Ciaran Miller-Stubbs
Senior Content Manager: Victoria Zourkas
Content Executive: Will Davies
Head of Production: Thea Carone
Senior Broadcast Producer: Kaija Wall
Producer: Katie Bassett

Production Company: Goodoil Films
Director: Matt Kamen
Producer: Helen Morahan
Executive Producer: Juliet Bishop
DOP: Shelley Farthing-Dawe

Editor: Dave Whittaker @ ARC Edit
Post Production: The Editors
Production Design: Arabella Lockhart
Sound: Song Zu

Media Agency: UM
PR Agency: One Green Bean

Client: MLA
Chief Marketing and Communications Officer: Lisa Sharp
Domestic Marketing Manager: Graeme Yardy
Brand Manager: Anna Sharp

Acting Brand Manager: Kelly Spence