CLIENT
Meat & Livestock Australia
Andrew Howie, MLA Marketing Manager
Magali Nonnenmacher/ Matthew Dwyer, MLA Brand Manager
Lisa Sharp, General Manager
AGENCY
Scott Nowell , Founder/ ECD
Matthew Michael , Managing Director
Thea Carone, Head of Production
Jade Rodriguez, Senior Producer
Katie Wong-Hee, Senior Content Manager
Paul Sharp, Senior Art Director
Mike Burdick, Senior Copywriter
Morten Halvorsen, Digital Creative Director
Michael Hogg, Planning Director
Grant Flannery , Interactive Planning Director
Fabio Buresti, Group Strategy Director / Partner
Grant Rutherford , Creative Director
Barbara Humphries , Senior Creative
Tim Pashen , Senior Creative
Victoria Zourkas , Content Manager
Abby Hunt/ Caroline David, Senior Producer
Humphrey Taylor, Group Content Director
SUMMARY
2015, 2016 and 2017 were Lamb’s best years ever. ‘You Never Lamb Alone’ transformed an industry experiencing five-years of flat-line sales in its largest market (Australia), into a powerhouse delivering record volume and value growth, generating over $87M incrementally for farmers. Combining a disciplined commitment to: 1) a long-term brand strategy; 2) an emotive brand platform; and 3) provocative creative campaigns, Lamb consistently generated phenomenal ‘earned media’ coverage and sent Aussies to the butchers in droves. All this despite declining budgets, sky-high retail prices, increasing consumer price sensitivity, chicken’s challenge, and the World Health Organisation labelling red meat “probably carcinogenic”.
