Effies
Australia
How Happiness Made Australians Happy to Spend Record Amounts on Lamb in our Cost-of-Living Crisis
Agency
Droga5 ANZ - Part of Accenture Song, UM
Client
Meat & Livestock Australia
Awards
Silver
Challenger Brands
Bronze
Short Term Effects
Finalist
Food - Packaged and Fresh
Finalist
Insight & Strategic Thinking - Campaigns $1-5 million
Case Study
Summary
In the campaign’s 21st year, Australian Lamb faced three challenges. 1.Clucking cheap ‘peak chicken’. 2.‘Protein wars’, Beef and Pork consumption increasing. 3.Lamb’s price broke a ‘psychological barrier’. When price was shoppers’ dominant purchase driver. Continuing our ‘unity’ strategy, Australian Lamb evolved its creative and media approach. Uniting Australians with part rebuttal, part national pep talk, part irreverent comedy. Evolution that paid off. Decisively. The most viewed Lamb campaign ever. ‘Worth paying more for’ hit a tracking high. Resulting in the most value sales for any summer campaign.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
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Credits
| Nathan Low | General Manager – Marketing and Insights | Meat & Livestock Australia |
| Jeffrey Ng | Strategic Marketing Operations Manager | Meat & Livestock Australia |
| Derek Lau | Brand Manager – Lamb | Meat & Livestock Australia |
| Kit Lansdell | Author / Head of Effectiveness | Droga5 ANZ, part of Accenture Song |
| Matt Michael | Chief Executive Officer | Droga5 ANZ, part of Accenture Song |
| Damon Stapleton | Co-Chief Creative Officer | Droga5 ANZ, part of Accenture Song |
| Barbara Humphries | Co-Chief Creative Officer | Droga5 ANZ, part of Accenture Song |
| Belinda Drew | Chief Client Officer | Droga5 ANZ, part of Accenture Song |
| Joe Sibley | Executive Creative Director | Droga5 ANZ, part of Accenture Song |
| Hugh Gurney | Executive Creative Director | Droga5 ANZ, part of Accenture Song |
| Lennie Galloway | Creative Director | Droga5 ANZ, part of Accenture Song |
| Thomas Gledhill | Creative Director | Droga5 ANZ, part of Accenture Song |
| Liam Jenkins | Senior Copywriter | Droga5 ANZ, part of Accenture Song |
| Romanca Mundrea | National Head of Production | Droga5 ANZ, part of Accenture Song |
| Penny Brown | Head of Production | Droga5 ANZ, part of Accenture Song |
| Izzy Robertson | Producer | Droga5 ANZ, part of Accenture Song |
| Harrison Stone | Business Director | Droga5 ANZ, part of Accenture Song |
| Matthew Stafford | Business Manager | Droga5 ANZ, part of Accenture Song |
| Kamron Lyons | Designer | Droga5 ANZ, part of Accenture Song |
| Dave Wood | Director | Good Oil |
| Simon Kane | Sound Design | MassiveMusic |