Australia Day Lamb campaign most successful ever for Meat & Livestock Australia

Li Lin Chin has helped drive record sales for MLA

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.

“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


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