MLA tells Aussies to ‘Say More With Lamb’ in winter campaign
Meat and Livestock Australia (MLA) is inviting Australians to ‘Say More With Lamb’ in the latest winter campaign for Australian Lamb via The Monkeys, part of Accenture Song.
Building on the ‘Share the Lamb’ brand platform, a series of six films were created to show how a serving of lamb is always a moment of excitement and anticipation as it hits the table. The creative poses that instead of finding the right words to say at dinner, all you need is the right lamb dish to serve.
Other Assets
6″: https://www.youtube.com/watch?v=rgoyn_95-xY
The first spot to launch is one celebrating Mum’s red wine lamb shoulder, available in 15- and six-second variations, as well as OOH placements.
Directed by Jonny+Will from Finch, the films compare how so much more is said when it comes to lamb dishes prepared by loved ones, compared to the less articulate side dishes.
Graeme Yardy, domestic market manager at MLA, said: “Lamb is rightly famous in summer. Loved by Aussies and around the world for its unmatched versatility in cuisines and distinctive flavour, it’s ideal for entertaining occasions throughout the year. This campaign plays an important role for Australian Lamb in building even more relevance with culturally diverse Australians across the moments that really matter to them.”
The winter campaign will go live for Christmas in July across YouTube, BVOD, Facebook and Instagram, as well as retail OOH channels bought and managed by UM.
Campaign Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Derek Lau
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Song
Production Company: Finch
Director: Jonny+Will
Producer: Cath Anderson
Cinematographer: Sean Ryan
Editor: Phil Ryan via Arc Edit
Grad & Online: Atticus
Music & Audio: Massive Music
Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Partnerships Trader: Joshua Coles
Partnerships Trader: Rebecca Mitchell
PR Agency – One Green Bean
