The new campaign utilises the ‘Too easy’ campaign tagline and creative material, highlighting the many easy ways in which lamb can be cooked and enjoyed whilst maintaining a consistent message as the meat that brings people together.
MLA domestic market manager Graeme Yardy said the product suffers from a consumer perception that it is difficult to cook.
“This campaign is about continuing to challenge these consumer perceptions by highlighting the many easy ways in which lamb can be cooked and enjoyed,” he said. “Australian Lamb is such a versatile meat, with many cuts that work with many flavours – and the full range of campaign activities use the product to really highlight these traits.
“Importantly, this campaign utilises the ‘Share the Lamb’ brand platform, maintaining a consistent message that Australian Lamb is the meat that brings people together.”
Yardy said with the rising trend for zero waste, the campaign will also build awareness around the fear of leftovers to help Australians overcome leftover waste. The message will showcase simple lamb recipe solutions and tips to demonstrate ease, versatility and value add of lamb.
The integrated campaign will appear across outdoor, video, digital, social, Coles radio and point of sale. In-store activation and point-of-sale will support Australian Lamb sales with retailers.
MLA’s digital partner, Junkee Media, will promote the campaign and video content focusing on the versatility of lamb and leftover recipe meal solutions for younger consumers while celebrity chef and influencer couple, Darren Robertson and Magdalena Roze, will reveal leftover lamb recipes, cooking tips and hacks in the coming weeks.