Australian Lamb has followed its annual summer ad with an international outdoor campaign inviting world leaders to visit Australia.
The Letter to Leaders campaign uses billboards to send messages to leaders around the world, as well as WA premier Mark McGowan, to visit Australia for a lamb barbie.
The billboards have been placed in major cities including London, New York, Paris, Auckland and Perth until 30 January.
The UK billboard takes a subtle dig at the recent cricket results: ‘Hi England, cooking lamb over some ashes if you’re keen?’.
“Now international borders (and nearly all of our state borders) are starting to open up, we wanted to get our Aussie Lamb message of unity out a bit wider this summer,” says Graeme Yardy, MLA domestic market manager.
“We hope our Letters to Leaders give people a laugh, but also serve as a reminder that Australia is home to the most delicious lamb.”
Billboard invitations to other world leaders include one to the US with the message: ‘Hey Joe, BBQ at my place. Love, that ‘fella Down Under’’, while in France the billboard reads: ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’.
Closer to home, the Perth message comments on the ongoing isolation from our state neighbours, ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’.
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