Aussie Lamb invites other countries & WA to visit Australia in OOH campaign

Following the launch of its 2022 summer campaign earlier this year, Meat & Livestock Australia (MLA) has launched an Out-of-Home (OOH) campaign both domestically and globally to remind the world why Australia and its lamb shouldn’t be forgotten via The Monkeys, part of Accenture Interactive.

The ‘Letter to Leaders’ billboards are being displayed in London, New York, Paris, Auckland, and Perth until 30 January.

Similar to the 2022 ‘The Lost Country of the Pacific’ campaign, the billboards touch on topical issues. The billboard in Perth reads: “Hey Mark, come visit Australia some time. We’ll fire up the barbie.”

Western Australian Premier Mark McGowan shut the state’s border indefinitely last week.

The Perth billboard

On the other side of the world, in London, the billboard references the cricket loss England had at The Ashes, with the line: “Hi England, cooking lamb over some ashes if you’re keen?”

MLA domestic market manager Graeme Yardy said: “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.”


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 and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and 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
Hayley Pyper – Senior Client Director
Laura Ellis – Client Director
Shannen Clout – Senior Trading Manager
Joshua Coles – Partnerships Trader
Cameron Roberts – Strategy Director
Maddison Thompson – Strategist
Monique Chirgwin – Integrated Planning Director
Andrew Harris – Senior Integrated Planner
PR Agency – One Green Bean


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