Effies
Australia
How Australian Lamb Got the Nation out of the Comments and Into the Cutlets
Agency
Droga5 Australia (part of Accenture Song)
Client
Meat & Livestock Australia (MLA)
Awards
Silver
Food and Beverage Brands
Silver
Social Media First
Bronze
Insight and Strategic Thinking - campaigns over $2 million
Finalist
Short Term Effects
Summary
Amidst a per capita recession and record price hikes, Australian Lamb launched a "greatest hits of advertising effectiveness" with its ‘The Comments Section’ campaign. By building on decades of compound creativity and leveraging its iconic ‘Lambassador’, the brand used witty, engaging storytelling to reinforce its pricing power. This approach turned a functional challenge into an emotional win, generating record views and a 7% rise in brand consideration. It proved that emotional connection and creative showmanship can convince consumers that a product is worth paying more for.
Case study
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Credits
| Fergus Rotherham | Colourist | ALT FX |
| Eyvonne Carfora | Executive Producer | ALT FX |
| Kit Lansdell | Author / Head of Effectiveness | Droga5 Australia, part of Accenture Song |
| Matt Michael | Chief Executive Officer ANZ | Droga5 Australia, part of Accenture Song |
| Tara Ford | Chief Creative Officer APAC & LATAM | Droga5 Australia, part of Accenture Song |
| Hugh Gurney | Creative Director | Droga5 Australia, part of Accenture Song |
| Joe Sibley | Creative Director | Droga5 Australia, part of Accenture Song |
| Ewan Harvey | Senior Creative | Droga5 Australia, part of Accenture Song |
| Aïcha Wijland | Senior Creative | Droga5 Australia, part of Accenture Song |
| Penny Brown | Head of Production | Droga5 Australia, part of Accenture Song |
| Simone O’Connor | Senior Producer | Droga5 Australia, part of Accenture Song |
| Topher Jones | Head of Business Management | Droga5 Australia, part of Accenture Song |
| Harrison Stone | Business Director | Droga5 Australia, part of Accenture Song |
| Matthew Stafford | Business Executive | Droga5 Australia, part of Accenture Song |
| Irene Phan | Social Listening | Kinesso |
| Nathan Low | General Manager, Marketing and Insights | Meat & Livestock Australia |
| Jeffrey Ng | Strategic Marketing Operations Manager | Meat & Livestock Australia |
| Derek Lau | Brand Manager | Meat & Livestock Australia |
| Molly Dodwell | Senior Account Director | One Green Bean |
| Amy McCann | Account Director | One Green Bean |
| Joe Morris | Editor | The Editors |
| Max Barden | Director | The Sweetshop |
| Jane Smith | Producer | The Sweetshop |
| Edward Pontifex | Co MD | The Sweetshop |
| Greg Fyson | Co MD | The Sweetshop |
| Kate Roydhouse | Executive Producer | The Sweetshop |
| Danny Long | Casting | The Sweetshop |
| Crighton Bone | DoP | The Sweetshop |
| Ben Fesselet | Art Director | The Sweetshop |
| Lauren Thornborough | Client Partner | UM |