Aussies extend a rosemary sprig to New Zealand
Two national icons of the lamb industry have acted together to create ‘Share the Lamb’, Meat and Livestock Australia’s most recent campaign aimed at increasing consumption.
Calling for Australia and New Zealand to come together over a lamb meal, the summer campaign, produced in Australia, sets out to extend a rosemary sprig to its neighbouring nation and bridge the divide over lamb.
The campaign features a new long-form film production, which is set in the early 1900s when Australia’s first Prime Minister, Edmund Barton, was finalising the Constitution Act to make New Zealand part of the Commonwealth.
The film portrays an actual historical moment to inspire two modern day Aussie politicians to connect both countries again.
The stage is then set for both nations to come together over a lamb barbecue, amongst a huge floating party in the middle of the Tasman Sea.
The comical production celebrates the best of both nations and joins the two nations together in New Australia-Land.
MLA domestic market manager Graeme Yardy said the intention was to bring quality Australian lamb front and centre of the campaign, while utilising its brand’s trademark humour to actively encourage consumers to come together and share some Australian lamb.
“The good-humoured rivalry between Australia and New Zealand is something that underpins both countries’ cultures,” he said.
“As a brand, lamb stands for unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb.”
Mr Yardy said the campaigns marketing was driven by deep consumer insights.
“We know that undoubtedly, lamb is the meal that Australians love to share across the summer,” he said.
“Our job is to remind consumers of these great opportunities to enjoy Lamb and the care and quality of Australia’s hard working lamb producers.”
The campaign will see the advert run across national metro and regional TV, digital, social and radio.
In-store, product-focused point-of-sale will deliver meal inspiration, focusing on the variety of different lamb cuts and cuisines.
Trans-Tasman recipes developed by Daniel Wilson, will underpin the campaign and inspire Aussies to cook and share a lamb meal together.
“The campaign has been designed to support continued strong sales for Lamb and ultimately provide strong returns for the dedicated community of Australian Lamb producers,” Mr Yardy said.
To watch the ad, visit Australian Lamb’s Facebook page or visit australianlamb.com.au.
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