Effies
Australia
How Uniting Generations Saw Australian Lamb Enjoy Results For The Ages
Agency
The Monkeys - Part of Accenture Song
Client
Meat & Livestock Australia
Awards
Silver
Food and Beverage Brands
Silver
Short Term Effects
Silver
Insight & Strategic Thinking
Bronze
Return on Investment
Summary
This is a lamb story for the ages. In 2024 Australian Lamb faced one perennial challenge.
And two newer ones. Lamb’s battle for salience a constant challenge, no different at the start of 2024.
This case is one of many successes. Campaign volume share hit the highest in over five years and brand metrics hit multi-year highs.
’The Generation Gap’ is an enduring lesson in the power of a strong brand essence, clarity of success factors, innate sensibility of brand personality and a boldness of ambition to be a loved part of culture.
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
| Kit Lansdell | Author / Business Strategy Director | The Monkeys, part of Accenture Song |
| Mark Green | Chief Executive Officer & Co-Founder | The Monkeys, part of Accenture Song |
| Tara Ford | Chief Creative Officer | The Monkeys, part of Accenture Song |
| Scott Dettrick | Creative Director | The Monkeys, part of Accenture Song |
| Jake Ausburn | Copywriter | The Monkeys, part of Accenture Song |
| Alex Polglase | Art Director | The Monkeys, part of Accenture Song |
| Topher Jones | Head of Business Management | The Monkeys, part of Accenture Song |
| Matt Michael | Managing Director | The Monkeys, part of Accenture Song |
| Celine Dinant | Senior Business Manager | The Monkeys, part of Accenture Song |
| Penny Brown | Head of Production | The Monkeys, part of Accenture Song |
| Elliot Liebermann | Senior Producer | The Monkeys, part of Accenture Song |
| Lauren Thornborough | Client Partner | UM |
| Cayley McArthur | Senior Creative Connections Planner | UM |
| Laura Bryne | Head of Content | One Green Bean |
| Molly Dodwell | Account Director, PR | One Green Bean |
| Amy McCann | Account Director, Social | One Green Bean |
| Nathan Low | General Manager, Marketing and Insights | Meat and Livestock Australia |
| Graeme Yardy | Domestic Marketing Manager | Meat and Livestock Australia |
| Derek Lau | Brand Manager | Meat and Livestock Australia |