New MLA ad falls flat for baby boomers: YouGov
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.
For both groups 74% of viewers found the ad appealing, compared to only 69% of millennials and 61% of baby boomers.
Notably, gen X had the strong positive associations with the ad, with 38% indicating they found it ‘very appealing’, compared to only 26% of gen Z, 27% of baby boomers and 33% of millennials.
By contrast, baby boomers had the strongest negative feelings towards the campaign, with 20% finding it ‘not at all appealing’.
Interestingly, purchase intent did not appear to be strongly linked to the appeal of the MLA ad, with millennials being the most likely to purchase lamb after viewing it, at 38%. At the same time however, this group also had the highest proportion of viewers actively turned off buying lamb (11%).
Gen X were also positively influenced by the ad, with 36% more likely to buy lamb.
Less than a third of gen Z (29%) and baby boomers (27%) said they would be more likely to buy lamb, while more than half said it would have no impact on their purchasing decisions (56% and 61% respectively).
Finally, millennials (62%) were the most likely to find the MLA personally relevant, with baby boomers (50%) on the other end of the scale.
The data for this research was derived from YouGov’s survey of a nationally representative sample of 1010 adults between 10-15 January, with data weighted by age, gender and region to reflect the latest Australian Bureau of Statistic population estimates.
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.
User ID not verified.
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!
User ID not verified.
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
User ID not verified.
Have your say