The NZ meat industry’s challenges in the UK have increased with UK retailer Waitrose planning to source all lamb from only British producers.
Meat & Livestock Australia’s (MLA) summer campaign for Australian Lamb launched yesterday, calling for Australia and New Zealand to come together over a lamb meal.
Building on the new brand platform ‘Share the Lamb’, the integrated campaign sets out to extend the ‘rosemary sprig’ to our neighbouring nation and bridge the divide over something everyone can agree on - Lamb.
The campaign features a new long-form advert, going back to 1900 when Australia’s first Prime Minister, Edmund Barton, was finalising the Constitution Act to make New Zealand part of the Commonwealth.
In the video, this actual historical moment then inspires 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 advert celebrates the best of both nations and joins us together in New Australia-Land.
MLA Domestic Market Manager, Graeme Yardy, says quality Australian Lamb would again be front and centre of the campaign, “while utilising our 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. 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,” Yardy said.
“Our marketing is driven by deep consumer insights. We know that undoubtedly, Lamb is the meal that Australians love to share across the summer. 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.
The video also pokes fun at the Aussies and the revolving door saga that has engulfed Australian Prime Ministers.