30% of Australians more likely to purchase lamb after MLA campaign

By Ruby Derrick | 25 January 2024

Meat & Livestock Australia (MLA) released its annual Summer Lamb Campaign earlier this month, via The Monkeys, part of Accenture Song.

Recent survey research has found that despite the ad poking fun at differences between the generations, most viewers responded positively. 

The latest work imagined another dystopian future, while navigating the chasms of generational differences to explore the unifying power of lamb. 

YouGov Surveys, which specialise in providing quick survey results from nationally representative or targeted audiences in multiple markets, conducted an online study of the campaign between January 11- 15, 2024.

The survey consisted of a national representative sample of 1,010 adults (aged 18+ years) in Australia, using a questionnaire designed by YouGov. Data was then weighted by age, gender, and region to be representative of all adults in Australia (18 years or older), and to reflect the latest Australian Bureau of Statistics (ABS) population estimates.

The objective of MLA's annual summer lamb ad is to drive significant uplifts in sales on behalf of farmers.

To drive these lamb sales, both the MLA and The Monkeys aimed to make lamb famous and salient over summer, says Graeme Yardy - domestic marketing manager at Meat & Livestock Australia. 

“Last year’s ‘Un-Australia’ campaign delivered record results for MLA. The biggest campaign value sales ever, an additional 316,000 households buying lamb and the most viewed lamb campaign in MLA’s history,” he says.

“Adding to the body of proof that fame pays. And setting the goal to beat this year.”

According to the survey, 32% of all viewers claimed they were more likely to purchase lamb after watching the commercial.

YouGov’s data also found that the commercial sat favourably with the youngest depicted generation in the ad. 74% of Gen Z found the ad appealing, a number that was only matched by Gen X, also at 74%. At 69%, less Millennials shared this view, and Baby Boomers were the least likely to find it appealing, at 61%.

MLA YouGov survey findings

Even though Millennials found the ad less appealing, they were the generation most likely to say they would now buy lamb (at 38%), as a result of viewing the commercial, compared to 44% who said they were unaffected, the survey noted.

Gen X members also appeared to be influenced by the ad with 36% saying they would be more likely to buy lamb meat after seeing the advertisement. 51% of Gen X said they were unaffected.

Less than three in ten Gen Z (29%) and Baby Boomers (27%) said they’d be more likely to buy lamb meat. This is compared to more than half who said it would have no impact on their purchasing decisions (56% and 61% respectively)

Millennials were the most likely to find this ad personally relevant, as expressed by 62% of the generation. Gen X also thought the ad was relevant, at 57%, followed by Gen Z at 53% and Baby Boomers at 50%.

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