New MLA ad falls flat for baby boomers: YouGov

Kalila Welch

January 25, 2024 9:04

YouGov has released recent survey data that reveals how the generations responded to Meat and Livestock Australia’s (MLA’s) 2024 summer lamb campaign.

The campaign, which depicts an imagined physical gap between the generations, received a variety of responses from viewers across the generations, with the baby boomer cohort reflecting the least positive associations with the spot.

When looking at whether viewers found the ad appealing, generation Z and generation X scored the highest.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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3 COMMENTS

Devon 25 Jan 24

This headline should read: MLA Ad performs tremendously well

I think watching the ad, it clearly wasn’t aimed at Boomers, and looking at the few metrics provied, knocked it out of the park relative to strategy objective.

No dog in this fight… just think the article suggests the campaign was a dud when it clearly wasn’t.

Congrats to MLA and the agencies involved.

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Deserved 25 Jan 24

That’s what happens when brands go all social and soft. People revolt. This creative is pathetic. Bring back the old Sam Kekovich ads or the Richie Benaud one… now that was compelling!

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Anonymous 27 Jan 24

Also there was no mention of Australia Day which up until 2024…year of the woke….has been a major factor in these lamb ads. Not a fan

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