THEY have been hits online and on-air and now two of Meat and Livestock Australia’s (MLA's) most recent advertising campaigns have been recognised as finalists in the upcoming Mumbrella awards for TV ad of the Year.
The "Richie’s BBQ" Australia Day lamb campaign, featuring the late Richie Benaud, has been shortlisted in both the TV Ad of the Year and the Ad Campaign of the Year following on from its recent success at the Australian Creative Excellence Showcase (ACES) Awards.
The popular campaign saw a 35.3 per cent sales lift (versus the weekly average) for the week preceding Australia Day, and generated more than 850 pieces of media coverage reaching a cumulative audience of more than 69 million people.
A spokeswoman for MLA said the results made it one of the most successful Australia Day campaigns on record.
“In conjunction with the Spring Lamb campaign, these campaigns have delivered $3.99 of value for each $1 of investment,” she said.
Also nominated in the TV Ad of the Year category is MLA’s new “You’re better on Beef” campaign which features cult rugby union player, Nick 'The Honey Badger' Cummins pitted against a scout.
Recognition for this ad has also been felt globally, after it claimed a finalist spot at the New York Festival this week.
It is one of only three ads from around the world to receive the honour at the high regarded international creative award show.
There are only six finalist spots in Mumbrella’s TV Ad of the Year category, two of which have been claimed by MLA.
MLA’s domestic marketing team has also been announced as a finalist in the Marketing Team of the Year at the same event.
Up against competition from IAG, Tourism Australia, Sportsbet and last year’s runners up Barnados, the MLA marketing team said they felt privileged to have been listed as a finalist.
Following panel interviews, the winners of each category will be announced at an event held at The Star, Sydney, on June 4.
