MLA continues celebration of diversity as major sponsor of Sydney Mardi Gras
Meat & Livestock Australia (MLA) will sponsor the Sydney Gay & Lesbian Mardi Gras Parade through its ‘We Love our Lamb’ branding.
The major sponsorship follows the latest campaign for the MLA, ‘You Never Lamb Alone’ which welcomed boat people (and float people) to the Australian shores. The Mardi Gras campaign was launched over the weekend at the Mardi Gras Fair Day with cook Hayden Quinn and Drag Queen Verushka Darling.
As part of the sponsorship, a float will run in the Mardi Gras Parade, featuring a digital billboard which will encourage every Australian to get involved by dancing.
The float’s billboard will play videos of members of the LGBTIQ community and supporters across Australia performing a dance created by We Love Our Lamb.
Supporters can learn the dance through the We Love Our Lamb Facebook, with a video featuring a woman demonstrating ‘The Rack’ and ‘The Rump’ to Haddway’s song ‘What is Love?’
Andrew Howie, group marketing manager at MLA said ‘You Never Lamb Alone’ was about coming together and celebrating diversity – the perfect fit for the brand to join in the Mardi Gras celebrations.
“This sponsorship allows us to continue the story and unite with supporters everywhere to celebrate – plus, it’s not a party without lamb on the menu!” Howie said.
The Mardi Gras sponsorship and activation will be supported by a print and digital partnership with the Star Observer, across outdoor and social.
Mardi Gras supporters and the LGBTIQ community can submit videos of themselves dancing for the float until 28 February.
Credits:
MLA – Group Marketing Manager – Andrew Howie
MLA – Lamb Brand Manager – Matthew Dwyer
Activation – Ensemble
Media Agency – UM
PR Agency – One Green Bean
These companies jumping onto the Marriage Equality campaign should be careful.
While 60 percent may support it – there’s still millions who don’t – plus there’s the issues of gays who think they are being exploited for commercial gain.
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This is appalling. Celebrating ‘equality’ for one group of marginalised beings (LGBTQ people) while singing about killing baby animals is completely incongruent.
I and another member of the queer community have started a petition calling for Mardi Gras to sever this unethical partnership:
https://www.change.org/p/tell-sydney-gay-and-lesbian-mardi-gras-to-stop-supporting-animal-cruelty?recruiter=44908426&utm_source=share_petition&utm_medium=facebook&utm_campaign=autopublish&utm_term=des-lg-share_petition-reason_msg
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Cool story Hansel.
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I’m sure if you dig deep enough you’ll find something morally askew at every sponsor.
The commercial reality is that these sponsors are critically important to the continuation of the Mardi Gras. Creating petitions to remove their support is pretty narrow minded, especially considering I’m sure there are plenty of people who don’t share your view on eating meat.
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