Tuesday, 30 June 2015 10:44

Oz lamb cooks up a win

Written by 
The late Ritchie Bernard fronted the TV campaign. The late Ritchie Bernard fronted the TV campaign.

Meat & Livestock Australia’s (MLA) Australia Day lamb advertisement has won TV Ad of the Year.

 The ‘Richie’s BBQ’ Australia Day campaign ad, developed by independent media agency The Monkeys, claimed ‘TV Ad of the Year’ at the annual Mumbrella media awards with a popular vote of 41,000.

The commercial features Australian cricket commentator the late Richie Benaud calling on the original Lambassador Sam Kekovich and a host
of other national icons – including Captain Cook – to join him in bringing Australians together to share lamb on Australia Day.

MLA’s “You’re better on Beef” campaign also made the final six, recognised for their effectiveness before being put to a popular vote.

MLA consumer programmes marketing manager Andrew Howie said the ‘Richie’s BBQ’ Australia Day campaign saw a 35.3% sales lift versus the weekly average, for the week preceding Australia Day. Media coverage of the campaign also reached 69 million people.

“This is one of MLA’s most successful Australia Day campaigns on record in 10 years of campaigns. Our objective is to ensure we drive lamb demand and equally to foster Australia’s love affair with lamb.

“In conjunction with last year’s Spring Lamb campaign, these campaigns have returned $3.99 of value for each $1 of investment,” Howie said. 

MLA central marketing general manager Lisa Sharp says recognition of both beef and lamb ads underpinned MLA’s whole body of work.

“We are delighted to receive these accolades from industry, particularly going up against some of the best in the business, and with a significantly smaller budget,” she said.

“For MLA, what matters most is driving demand for red meat in Australia. We will continue to pursue effective marketing programmes that deliver returns for producers and across the industry.”

MLA’s domestic marketing team was also named runner-up in the Marketing Team of the Year, competing against IAG, Tourism Australia, Sportsbet and Barnados.

The new beef ad has also won an international gong as one of only three ads from around the world recognised as a New York Festival finalist.

More like this

FTA good for Aussies and for us – Groser

ANYTHING GOOD for Australia is in the long run good for New Zealand. That’s the reaction of Trade Minister Tim Groser to the news that Australia has signed a free trade agreement with China, and to speculation that their FTA with China is better than NZ’s, especially regarding dairy products.

Record profit for Victorian farmers

Dairy farmers in the Australian state of Victoria had a record profitable 2022-23 season, thanks to high milk prices and carefully managed high costs.

Aliens have landed

OPINION: A mutilation mystery is playing out on a remote Central Queensland property in Australia after a number of cows were found dead in inexplicable circumstances.

Co-op offers $1.50/kgMS more in Oz

A shrinking milk pool in Australia is forcing major processors, including Fonterra, to outbid each other and secure farmer suppliers for the new season.

Oz is better

OPINION: News that the Labour Government is spending taxpayer money to advertise to New Zealanders living in Australia that life is better there now they can get citizenship is appalling.

Featured

Sheep drench resistance costly

Analysis by Dunedin-based Techion New Zealand shows the cost of undetected drench resistance in sheep has exploded to an estimated $98 million a year.

Dairy sheep and goat turmoil

Dairy sheep and goat farmers are being told to reduce milk supply as processors face a slump in global demand for their products.

Hurry up and slow down!

OPINION: We have good friends from way back who had lived in one of our major cities for many years.

National

Knowing bugs means fewer drugs

A mastitis management company claims to deliver the fastest and most accurate mastitis testing available at scale for New Zealand…

Machinery & Products

AGTEK and ARGO part ways

After 12 years of representing the Landini and McCormick brands in New Zealand, Bay of Plenty-based AGTEK and the brands’…

100 years of Farmall Tractors

Returning after an enforced break, the Wheat and Wheels Rally will take place on the Lauriston -Barhill Road, North-East of…

JD unveils its latest beast

John Deere has unveiled its most powerful tractor ever, with the launch of the all new 9RX Series Tractor line-up…

Biggest Quadtrac coming to NZ!

In the biggest announcement that Case IH Australia/New Zealand has made around its tractor range, its biggest tractor is about…

» Latest Print Issues Online

The Hound

Why?

OPINION: A mate of yours truly wants to know why the beef schedule differential is now more than 45-50 cents…

Fat to cut

OPINION: Your canine crusader understands that MPI were recently in front of the Parliamentary Primary Sector Select Committee for an…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter