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

NZ setting the pace

Market researchers in Australia watch New Zealand advertising and products to see where the Australian industry needs to go in four or five years, says an expert in fast moving consumer goods (FMCG).

Fresh is best

The shelf life of fresh milk can be extended up to two months by a technology developed by an Australian company.

Fines for farm invaders

Animal rights activists entering Queensland farms without permission now face being fined.

 
 

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Yuck

This old mutt notes that millionaire Hollywood producer and advocate for mung bean farming James Cameron is happy to fly…

Showing the way

A mate of the Hound reckons some major agricultural companies wanting to promote their ideas and services could learn from…

» Connect with Rural News