Effies
Australia
How Un-Australia delivered sublime new records for 100% Australian Lamb
Agency
The Monkeys - Part of Accenture Song
Client
Meat & Livestock Australia
Awards
Silver
Food and Beverage Brands
Bronze
Short Term Effects
Summary
The stakes for every summer lamb campaign are exceptionally high and with an Omicron outbreak in January 2022 shelves were left bare, raising the stakes even higher for 2023. MLA needed to fight against a soaring cost of living, a skew towards ageing buyers and an evolving modern Australians cutting out discretionary premium brands, like lamb.
Read how combining an enduring brand strategy of unity, with a culturally provocative idea, satirising the ridiculousness of the term ‘un-Australian’, ‘Un-Australia’ delivered sublime new records for MLA. Their biggest 6-week campaign value sales ever, the most viewed lamb campaign in history, an extra 316,000 households buying lamb for the first time, and a strong ROI for farmers.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Mark Green | Co-Founder & Group CEO | |
| Scott Nowell | Co-Founder & Group CCO | |
| Matt Michael | Managing Director | |
| Tara Ford | Chief Creative Officer | |
| Hugh Munro | Chief Strategy Officer | |
| Scott Dettrick | Creative Director | |
| Beth O’Brien | Head of Innovation | |
| Kit Lansdell | Business Strategy Director | |
| Seamus McAlary | Copywriter | |
| Emmalie Narathipakorn | Art Director | |
| Penny Brown | Head of Production | |
| Elliot Producer | Producer | |
| Topher Jones | Head of Business Management | |
| Andy Holmes | Group Business Director | |
| Mitchell Bevan | Senior Business Manager | |
| Fabio Buresti | Design Lead | |
| Yianni Warnock | Director | MOFA |
| Lachlan Milne | DoP | MOFA |
| Haydn Walker | Composer | MassiveMusic |
| Matt Furlong | Head of Strategy | UM |
| Peter Stewart | Group Director | UM |
| Laura Ellis | Senior Client Director | UM |
| Amy Cummings | Senior Creative Connections Director, | UM |
| Tom Carlon | Trading Director | UM |
| Callum Wells | Planning Director | UM |
| Michelle Andrews | Senior Planning Manager | UM |
| Kirsty McGorty | Business Director | One Green Bean |
| Molly Dodwell | Account Director | One Green Bean |
| Amy McCann | Senior Project Manager | One Green Bean |
| Nathan Low | Marketing and Insights: General Manager | Meat & Livestock Australia |
| Graeme Yardy | Domestic Market Manager | Meat & Livestock Australia |
| Derek Lau | Brand Manager | Meat & Livestock Australia |