Australia Day Lamb campaign most successful ever for Meat & Livestock Australia
MLA: achieved 34.4% sales lift with the Lee Lin Chin Australia day campaign
Meat & Livestock Australia’s annual Australia Day lamb marketing extravaganza starring Lee Lin Chin running a rescue mission for expats has been hailed as the most successful in the history of the campaign.
The campaign, Operation Boomerang, by The Monkeys, continued the move away from the previous efforts anchored with Sam Kekovich after a hugely successful effort featuring cricketing legend Richie Benaud last year.
The 2016 effort produced a 34.4% sales lift versus the weekly average in the week preceding Australia Day and a 39.5% jump over the weekly average for the week of Australia Day.
https://www.youtube.com/watch?v=7i15OPuFvmA
“This equates to a 36.9% sales increase across the two-week campaign period, by far the most successful on record,” MLA said in a statement.
The video for the campaign was watched over 5.5 million times, while more than 1200 media pieces resulted in a cumulative audience of more than 404 million.
MLA group marketing manager, Andrew Howie, said that while the choice of the SBS presenter to headline the campaign may have been seen as a quirky and controversial choice, the campaign had far outstripped expectations.
“This is MLA’s most successful Australia Day campaign on record,” Howie said.
“Australian lamb is a quality product and by continuing to foster Australia’s love affair with lamb we are seeing demand strengthen which ultimately delivers value back to the farm gate.
“MLA continues to be relentless in our pursuit of effective marketing programs that deliver returns for producers and the broader red meat industry. We are proud of the impact we have been able to have this year.”
Sheepmeat Council of Australia president, Jeff Murray, said the ongoing investment by producers in the Australia Day campaigns had been vindicated.
“The record boost in lamb sales around Australia Day this year demonstrates that the campaign is a great investment for sheep producers,” Murray said.
“The Australia Day lamb campaign goes from strength to strength, continuing to raise the profile of Australian lamb, especially with metropolitan consumers, and increase consumption.”
Simon Canning
I don’t know what the fuss is about I never watched it
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Did the creative team take the Sanitarium Marmite Bringing Home the Kiwis 2011 as their inspiration…
http://adsoftheworld.com/media....._the_kiwis
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@ Georgia – Thanks for that terrific contribution. Can you tell us about other things you haven’t done or seen?
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Yawn… another campaign another year who cares really.
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Your reply for one.
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@Georgia don’t let KGB worry you, you have every right to make a complete ass of yourself.
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I ate the entire 36.9%
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Groucho n KGB don’t know what u mean !
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Congratulations, I thought the campaign was brilliant. Well done to all those involved, you continue to raise the benchmark year on year! I can’t wait to see what you create next year. Lee Lin Chin was outstanding.
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I can see it- Lee Lee Chin and Daniel Craig, or the hot favourite to replace him
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Bring back “Slamming Sam” I thought the ads were crap!!
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Bring back “Slamming Sam” I thought the ads were crap!!
PS I note that KGB has not replied to the Anon comment re the Marmite kiwi ad “bringing the Kiwis Home” 2011 campaign
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anyone considered any other reasons for why sales was up, or just automatically attributing it all to an average TV spot?
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What a lot of trollop. Chicken is eating beef and lambs lunch and MLA continues to waste money on idiotic ads which get the wankers interested but consumption keeps falling. Meantime, MLA are incapable of producing any real data, prices or serious information to support their hubris.
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