Australia and New Zealand are united and renamed 'New Australia-land' in this summer's Australian Lamb ad from Meat & Livestock Australia (MLA).
The latest MLA campaign sees Aussie politicians hatching a plan to bring the nations together over a floating lamb barbecue in the middle of the Tasman Sea, and in the process takes a light-hearted dig at our high Prime Minister turnover, at the ball tampering scandal, and at One Nation.
The campaign was created by The Monkeys and builds on the brand platform 'Share the Lamb' that was launched in September last year, which according to MLA, sets out to extend the 'rosemary sprig' to our neighbouring nation and bridge the divide over something everyone can agree on – lamb.
Graeme Yardy, Domestic Market Manager at MLA says, “The good-humoured rivalry between Australia and New Zealand is something that underpins both countries cultures. As a brand, Australian Lamb is famous for settling differences and promoting unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb.”
The ad is being aired on TV, digital, social and radio, while in-store, product-focused point-of-sale will deliver meal inspiration, focusing on the variety of different lamb cuts and cuisines.
Trans-Tasman recipes developed by Daniel Wilson will underpin the campaign and inspire Aussies to cook and share a lamb meal together.
