CLIENT
Meat & Livestock Australia
1. Nathan Low - General Manager – Marketing and Insights
2. Graeme Yardy - Domestic Market Manager
AGENCY
1. Hugh Munro - Head of Planning
2. Mark Green - Group CEO & Co-Founder
3. Matt Michael - Managing Director
4. Scott Nowell - Group Chief Creative Officer and Co-Founder:
5. Scott Dettrick - Creative Director
6. Fabio Buresti - Chief Strategy Officer
7. Kit Landsdell - Business Strategy Director
SUMMARY
This is the story of how Australian Lamb’s ‘Make Lamb, Not Walls’ campaign smashed all targets on its way to becoming the brand’s most talked about campaign in history.
Combining an enduring brand strategy, a dystopian vision of Australia and an irresistible lamb chop more than tripled Lamb’s retail sales targets, reversed three-year volume declines and handed farmers their biggest ROI ever.
All despite record-high retail prices, record-low wage growth, an increasingly popular flexitarian bandwagon, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs.
