Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
How bringing people together delivered record profits for Lamb
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”.
Brand: Meat & Livestock Australia
Client: Meat & Livestock Australia
Agency: The Monkeys