Campaign to inspire love of lamb

Meat and Livestock Australia's latest lamb marketing campaign launched this month with a television commercial reminding Australians that spring is a time for lamb and love.

MLA global marketing general manager Michael Edmonds said the latest marketing campaign encouraged people to use lamb as a romantic advantage.

"Spring is traditionally associated with lamb," he said.

"Retailers and consumers always look forward to lamb at this time of year, for its seasonal appeal and quality.

"The message behind our Lamb Is For Lovers marketing campaign is that there's no meal better suited to inspiring love than lamb."

MLA's spring marketing concept associating lamb and its desirable qualities with love was established in 2007. It returns this year with the message that spring is the traditional peak season for lamb and for romance.

The campaign is fronted by 'Don' - a typical but confident Australian male who attributes his success in the romance department to lamb. Don challenges Australians to put his winning formula to the test by dishing up lamb to impress that special someone.

"This spring we want to prove that lamb is the ultimate secret weapon for all relationships, and we know that nothing brings people together like delicious, home-cooked lamb," Mr Edmonds said.

The four-week campaign runs across major television networks, including advertising integration within reality show The Bachelor on Channel 10, and a targeted online social media promotion across MLA's consumer-focused We Love Our Lamb Facebook page.

The TVC is supported by point of sale materials including posters and specially marked Lamb Is For Lovers retail packaging, outdoor poster billboards and recipe dispensing panels in retail outlets nationwide.