Lamb is for Lovers

16 September 2013

Advertiser: Meat & Livestock Australia

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Love is in the air. The flowers are starting to bloom and lovers are skipping through parks with hands held. We may have made that last part up. But this spring, Meat & Livestock Australia are hoping to take advantage of the season of love in a tie-up with Ten's The Bachelor. Get it?

MLA has introduced a new character to its ranks, 'Don', who will woo the 'bachelorettes' and single women every where. Or those that register their interest via Facebook. A winning entrant will get to go on date with 'Don' as part of the promotion while MLA gets more content for its marketing activities.

The tie-up with The Bachelor was brokered by media agency UM and will feature 'bachelorettes' from the program in MLA's ad spots from week four of the dating series.

“The campaign premise is lamb is the meat of love, it's the meat you serve when you want to impress someone,” said MLA group marketing manager Andrew Cox.

The campaign will also run across out-of-home and digital. BMF developed the creative.

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