Case History Database

Financial journalist Michael Pascoe nailed it when he tweeted “Ah Lamb, you’ve done it again”. ‘Make Lamb, Not Walls’ smashed all targets on its way to becoming Lamb’s most talked-about campaign in history. Combining an enduring brand strategy with a culturally provocative idea that lampooned state border closures, we more than tripled Lamb’s retail sales targets, delivered incremental volume uplift, and handed farmers their biggest ROI ever. All despite record-high retail prices, record-low wage growth, an increasingly popular flexitarian bandwagon, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs.