Meat and Livestock launches campaign for ‘lovers’

Meat and Livestock Australia has launched its latest Spring marketing campaign bringing together the season for lamb and the season for love.

The ‘Lamb is for Lovers’ campaign, led by a TV ad launched last night, features Don, an average guy who punches above his weight on the dating scene because of his superior cooking skills when it comes to lamb.

The advertising campaign, by BMF Sydney, builds on the Spring marketing concept established in 2007 that associates lamb with romance. Previous campaigns featured the fragrance ‘Lomb’ in 2007 and film trailers to ‘fall in lamb’ in 2008 and 2009.

Last year the MLA moved away from the romance to take lamb to the catwalk.

However this year the concept of romance was a perfect fit for Channel Ten’s new dating show The Bachelor, and lamb will feature in contextually relevant spots in episodes four, five and six.

Andrew Cox, Meat and Livestock Australia (MLA) group marketing manager said: “We have a ten per cent increase in production at this time of year so its probably our most important campaign of the year, and this is a return to our core strategy associating Spring with romance. The Bachelor is a match made in heaven because it is is running through Spring and it’s about romance.”

The MLA has also launched a ‘We love our Lamb’ Facebook page giving consumers a chance to win a date with Don and submit challenges for Don to take up on his date at the end of September.

The campaign is supported by point of sale advertising and a recipe dispenser in stores.


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