PBL Media partners with MLA

Holding Company PBL Media has launched The Spring Lamb Campaign for Meat and Live stock Australia.   

The announcement:

PBL Media today announces a major integrated partnership with Meat and Livestock Australia (MLA).

The Spring Lamb Campaign will run throughout September across ACP’s stable of food and lifestyle titles – chiefly BBC Australian Good Food – Channel Nine programs including TODAY, Mornings with Kerri-Anne and Home Cooked! with Julie Goodwin, and across ninemsn.

Building on lamb’s rich history of tongue-in-cheek marketing that gets people talking, and complementing the latest MLA brand campaign, PBL Media’s initiative brings together two of Spring’s biggest properties – lamb and fashion – to confirm lamb as the new season’s best-dressed meat.

The partnership includes a bespoke 16-page glossy mini-magazine, Chop Til You Drop, edited by multi-award winning food and wine broadcaster and author of seven best-selling cookbooks, Lyndey Milan.

Inserted in the October issue of BBC Australian Good Food (on sale from 13 September) Chop Til You Drop features ‘The Milan Spring Lamb Collection’: nine fresh new recipes designed to bring out the best in new season lamb.

The very special one-off mini- magazine covers the season’s new trends, demonstrating the must-have accessories for Spring picnics and parties and proving beyond doubt that ‘Lamb is what everyone’s eating this season.’

The Spring Lamb Campaign launches with a series of TODAY show live weather crosses to The Chop House, located at Bligh Street in Sydney and sponsored by Meat and Livestock Australia, on Wednesday 1st September.

Marking the first day of the new the Spring ‘fashion’ season, The Chop House displays the hottest cuts through a specially-designed catwalk show complete with models showcasing Spring fashion and lamb.

Noted Australian fashion designer Henry Roth is on hand to comment on the fashion while Lyndey Milan is in the kitchen watching Chop House chef David Clarke create delicious lamb dishes backstage.

TODAY is also offering viewers the chance to win David Jones vouchers by guessing signature lamb cuts from this season’s trends.

Enhancing the integration, Mornings with Kerri-Anne program regular Lyndey Milan will be cooking lamb dishes from Chop Til You Drop on 9th September and 7th October.

Nine will also air a special night-time edition of Home Cooked! With Julie Goodwin called Home Cooked! Spring Challenge … Presented by Lamb.

Airing just before the AFL and NRL finals, a player from each of the NRL and AFL codes will be mentored by Julie Goodwin to cook the best lamb meals of their lives. And the judges are the harshest critics around – their partners.

While the players are battling it out in the kitchen, Henry Roth will ready their partners in the latest fashion for a Spring lamb feast. Set in beautiful Nielsen Park, the Spring lamb feast winner will be revealed through a blind taste test.

ACP Magazines Group Publishing Director Phil Scott said: “This major cross-platform campaign for Meat and Livestock Australia is a highly integrated and creative solution for a brand that is already known for clever marketing.”

Lou Barrett, Director of Sales Integration and Group Trading for PBL Media, said: “PBL’s strong credentials in the food and fashion categories across its multiple assets enabled us to create a truly integrated campaign with a unique flavour. MLA are renowned for creating engaging advertising content and we are delighted to be able to enhance that this season.”

Peter Wiltshire, Director of Sales and Marketing for the Nine Network, said: “The Spring Lamb Campaign takes advantage of Nine’s assets in a way that delivers real entertainment and adds value to the viewing experience. We’re proud to have MLA as our partner.”

MLA ‘Spring Glamb’ campaign credits: Universal McCann (media agency), bmf (creative agency), Hausmann Communications (PR agency).

Source: PBL Media press release


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