The Monkeys launch first MLA lamb work

The Monkeys has released its first campaign for Meat and Livestock Australia called ‘You Never Lamb Alone’.

Earlier this month Mumbrella revealed The Monkeys had picked up the lamb element of the MLA account from long-time incumbents BMF after the account went out to tender earlier this year.

It is unclear whether long-time lambassador Sam Kekovich, who traditionally fronts the push around the meat for the Australia Day campaign, would return for next year’s efforts.

The new ad shows a woman walking down the street after buying some lamb from her butcher, picking up a motley assortment of followers along the way, who then appear in her dining room when it comes to dinner time.

Michael Edmonds, general manager global marketing at MLA said in a statement: “Spring is a time when Australians cast aside their winter clothes and venture back out into the sunshine. They love a get together and when lamb is on the menu, people appear out of the woodwork.”

The new ad is directed by The Glue Society (Revolver), and is the first phase in an integrated campaign that unites Australians by reminding them that lamb is best when it’s shared.

The Monkeys ECD Scott Nowell says: “You never lamb alone. That’s the rule.”

It launched on Saturday, September 27, during the AFL Grand Final.


Client: Meat and Livestock Australia

Agency: The Monkeys

Production Company: Revolver

Director: The Glue Society, Matt Devine

Executive Producer: Pip Smart

DOP: Geoffrey Simpson

Post House: The Editors

Sound House: Nylon

The Pied Piper music track was re-recorded, arranged and produced by Nylon Studio Sydney.

Producer/Music Arrangement: Scott Langley
Executive Producer: Karla Henwood

Media Agency: UM

PR: One Green Bean


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