MLA call to unite Australia and New Zealand over a lamb meal
Meat & Livestock Australia (MLA) has proposed a Trans-Tasman unity between Australia and New Zealand and the creation of ‘New Australia-land’ to help both nations prosper.
MLA abandons controversy to unify New Zealand and Australia in new campaign
The move is part of the brand’s latest Lamb campaign, which has been notorious in recent years for its controversial political executions, particularly last year’s TVC which featured religious gods and prophets and was banned by the Advertising Standards Board.
This year’s campaign aims to leave the heavy politics behind taking a light-hearted approach to Australia’s rivalry with New Zealand and attempts to “extend the rosemary spring” to bring the two nations together.
The ad opens in 1900 with Australia’s first Prime Minister, Edmund Barton, and his desire to make New Zealand part of Australia. It then moves to modern times and reflects on New Zealand’s recent successes and inspiring political leadership in Jacinda Ardern, while acknowledging Australia’s recent woes including the Australian Cricket Team cheating scandal and the country’s constantly changing Prime Minister.
The Share The Lamb campaign, which was created by The Monkeys, continues the brand’s theme that lamb is a dish that brings people together and concludes with a lamb barbeque and floating party in the middle of the Tasman Sea.
Graeme Yardy, domestic market manager at MLA said, “The good-humoured rivalry between Australia and New Zealand is something that underpins both countries cultures. As a brand, Australian Lamb is famous for settling differences and promoting unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb.”
Vince Lagana, executive creative director at The Monkeys, said, “Lamb has always been about uniting Australians around what makes our country the greatest, but in recent times we seem to have lost our way. Whereas our Kiwi neighbours, under the leadership of Jacinda [Ardern], are progressing nicely. True to tradition we always claim the best of New Zealand - but this time, with the help of a little lamb chop, we want to go one step further and claim the entire nation to form ‘New Australia-land’. Edmund Barton almost made it happen in 1900. In 2019 we want to make it a reality. In this fun natured, tongue-in-cheek campaign everyone wins...except maybe the All Blacks.”
The integrated campaign will run across TV, digital, social, radio and PR. It will also be supported by content marketing, activations, in-store and point-of-sale activity.
