MLA and The Monkeys open lamb restaurant in brand stunt

9 May 2017

Creative Agency: The Monkeys
Media Agency: UM (NSW)

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Meat & Livestock Australia (MLA) is opening a lamb restaurant that celebrates multiculturalism by letting customers pay with currency from anywhere in the world.

Building on the established You Never Lamb Alone platform, MLA's pop-up restaurant is bringing Australians together for a feast of lamb.

The Currency Kitchen will feature a diverse collection of top Australian chefs including Nic Wong (Cho Cho San), Analiese Gregory (Bar Brośe), Paul Carmichael (Momofoku Seiōbo), Jacqui Challinor (Nomad) and Ben Milgate and Elvis Abrahanowicz (Porteno), each creating a bespoke lamb menu inspired by their personal background and heritage.

The Currency Kitchen will open to the public in Sydney from Tuesday 16 May and run over the course of five nights, concluding on Saturday 20 May, with money raised going to charity. You can book here.

“The face of Australia today is made up of a multitude of rich and varied backgrounds, but no matter where you look there’s lamb on the menu. So what better way to celebrate this than by bringing people together in one room to experience the different ways that Australians enjoy lamb," MLA ground marketing manager Andrew Howie says.

“Pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together."

The campaign is supported through a partnership with Pedestrian.TV, online video, broadcast, out-of-home and social media. MLA's 2016 Spring Lamb campaign will also be showcased, which focused on diversity in Australia.

“Uniting our country and its many different cultures and backgrounds over lamb just keeps getting tastier. This time we take our love of lamb further than the screen and into the kitchen with a culinary experience," The Monkeys co-founder and chief creative officer Scott Nowell says.

Yesterday, The Monkeys shocked the industry when they announced Accenture has acquired 100% of the business. Read more here.

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