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.
MLA – Group Marketing Manager – Andrew Howie
MLA – Lamb Brand Manager – Matthew Dwyer
Activation – Ensemble
Media Agency – UM
PR Agency – One Green Bean