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MLA kicks off autumn lamb campaign with ‘The Currency Kitchen’ experience

Meat & Livestock Australia is building on its ‘You Never Lamb Alone‘ platform and the idea that lamb is the meat that brings people together, by launching a five-day event with top chefs which will “welcome everybody”.

Created by The Monkeys, The Currency Kitchen will offer guests a lamb-based dinner which they can pay any amount for, in a currency of their choice – with all proceeds going to charity.

The integrated campaign attempts to build on MLA’s proposition that lamb can play a role in unifying Australians of every culture, race, religion, gender, sexuality and ethnicity.

As part of the five-day event, The Currency Kitchen will showcase food from top Australian chefs including Cho Cho San’s Nic Wong, Bar Brose’s Analiese Gregory, Paul Carmichael from Momofoku Seiodo, Jacqui Chalinor from Nomad, and Ben Milgate and Elvis Abrahanowicz from Porteno – all of whom will create a bespoke lamb menu inspired by their personal background and heritage.

Andrew Howie, group marketing manager at the MLA said: “The face of Australia today is made up of a multitude of rich and varied backgrounds, but no matter where you look there’s lamb on the menu. So what better way to celebrate this than by bringing people together in one room to experience the different ways Australians enjoy lamb?

“Pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together.”

Scott Nowell, The Monkeys co-founder and chief creative officer added: “Uniting our country and its many different cultures and backgrounds over lamb just keeps getting tastier. This time we take our love of lamb further than the screen and into the kitchen with a culinary experience.”

The new piece of work will be supported by a media plan by UM, which includes a partnership with Pedestrian.TV to engage young Australians, as well as a broadcast strategy across TV, online, video, out of home and social, which will showcase the 2016 Spring Lamb content.

One Green Bean will build awareness around the event and promote lamb recipes and product education.

The Currency Kitchen will be open to the public in Sydney from 16 May until 20 May, with money raised going to charity.

Earlier this year, MLA built on their 2016 Spring Lamb platform, with its ‘January campaign,’ celebrating the culture, race, sexuality and gender.

Credits:

  • MLA Group Marketing Manager: Andrew Howie
  • MLA Brand Manager – Lamb: Matthew Dwyer
  • Advertising Agency: The Monkeys
  • Media Agency: UM
  • PR Agency: One Green Bean
  • Production company: The Projects

The Monkeys

  • Chief Creative Officer: Scott Nowell
  • Creative Director: Barb Humphries
  • Creative: Hugh Gurney
  • Creative: Chelsea Parks
  • Head of Planning: Michael Hogg
  • Planner: Charlotte Marshall
  • Group Content Director: Humphrey Taylor
  • Content Director: Katie Wong-Hee
  • Content Manager: Victoria Zourkas
  • Head of Production: Thea Carone
  • Senior Producer: Ellen Fraser
  • Lead Digital Designer: Eva Godeny
  • Designer: James Halliday/ Laura Ives/ Lauren Elliott
  • Executive Digital producer: Sabrina Riedel
  • Technical lead: Toby Vervaart
  • Digital Developer: Lachlan Tweedie

UM

  • Client Group Director: Mike Worden
  • Senior Client Director: Ed Passerotti
  • Client Manager: Jacqui Ollevou
  • Group Strategy Director: Chris Colter
  • Strategy Executive: Charlotte Berry
  • Senior Connections Designer: Ashleigh Vogel
  • Partnerships Director: Simon Turner
  • Partnerships Manager: Jessica Ngu
  • Partnership Trader: Emily Ng

One Green Bean

  • Senior Account Director: Kirsty McGorty
  • Senior Account Manager: Sariyah Jalaluddin
  • Account Manager: Lauren Caverley
  • Account Manager: Taylor York
  • Senior Account Executive: Duncan Fredericks
  • Account Co-ordinator: Tina Cheung
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