Australia Day Lamb campaign most successful on record

Australia Day Lamb campaign most successful on record


MLA's Australia Day lamb campaign contributed to a record increase in lamb sales for the Australia Day Period.


It offended vegans worldwide but Meat & Livestock Australia’s (MLA) 2016 Australia Day lamb campaign has proven the most successful campaign of its type – delivering a record increase in lamb sales for the Australia Day period.

“Operation Boomerang” featured Lambassador Sam Kekovich, who was joined by cult SBS newsreader Lee Lin Chin and a host of Australian icons, on a mission to save Australians abroad from going without a lamb BBQ on Australia Day. View it here. 

Now in its twelfth year, the annual campaign from MLA has become as iconic as lamb itself, and each year it is designed to encourage consumers to come together to celebrate Australia Day with lamb.

This year the campaign generated a 34.4 per cent sales lift versus the weekly average, for the week preceding Australia Day, and a39.5 per cent sales lift versus the weekly average, for the week of Australia Day. This equates to a36.9 per cent sales increase across the two week campaign period, by far the most successful on record.

The campaign video was watched over 5.5 million times online and generated 1274 pieces of media coverage which delivered a cumulative audience in excess of 404 million.

MLA’s Group Marketing Manager Andrew Howie said the success of this year’s campaign continues to demonstrate MLA’s domestic marketing program is delivering results for producers and the red meat industry.

“This is MLA’s most successful Australia Day campaign on record. Australian lamb is a quality product and by continuing to foster Australia's love affair with lamb we are seeing demand strengthen which ultimately delivers value back to the farm gate,” Mr Howie said.

“MLA continues to be relentless in our pursuit of effective marketing programs that deliver returns for producers and the broader red meat industry. We are proud of the impact we have been able to have this year.

Mr Howie said MLA’s domestic marketing campaigns for both lamb and beef are underpinned by the latest data and consumer insights to ensure we reach and engage with our target audience in new ways and drive demand.

Sheepmeat Council of Australia President Jeff Murray said that the industry was thrilled with the 2016 campaign and the benefits to industry were significant.

“The record boost in lamb sales around Australia Day this year demonstrates that the campaign is a great investment for sheep producers,” Mr Murray said.

“The Australia Day lamb campaign goes from strength to strength, continuing to raise the profile of Australian lamb, especially with metropolitan consumers, and increase consumption.”


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