https://www.youtube.com/watch?v=-9Ka3a7cdYw
The Meat & Livestock Australia’s new Spring Lamb campaign is its most diverse ad yet. Via the MLA’s website:
The 2016 Spring Lamb campaign continues the ‘You never Lamb alone’ platform and highlights lamb’s role in a modern and diverse Australia. It proves that there is no other meat that brings people together quite like lamb.
A traditional 30 Second TVC and 90 second online content piece cuts to the chase and addresses the fact that we are a welcoming and inclusive society that loves lamb, by featuring a cast of Aussies from all walks of life, coming together over a lamb barbecue. This content will be supported by a comprehensive media plan to reach Australians in all communities.
The plan uses 2011 Census data to gain an insight into the social fabric of our neighbourhoods and key ethnic groups, and used this data to inform a multi-language News Limited Community Press partnership and high-impact outdoor advertising activity. Focusing on areas with diverse backgrounds, it will spread unique messages linking lamb to diversity e.g. language, sexuality, culture and physical ability. Further embracing unity the lamb message will also be spread across ethnic print press and in language social media (WeChat and Weibo).
Taking the message to the table is a partnership with start-up platform called Feed Up (the Airbnb of food). A month of ‘Lamb get-togethers’ on this pop-up dining community will literally bring people together over lamb. Chef George Calombaris and a series of influencers will host their events and spread the message across their channels, as they encourage people to get involved.