MLA's spring campaign ditches politics to focus ads back on lamb

By AdNews | 9 September 2018
Share the Lamb campaign.

Meat & Livestock Australia’s Spring Lamb campaign has departed from its more political advertising in favour of a more conventional food campaign that illustrates how easy it is to prepare lamb.

The ‘Too Easy’ campaign, by The Monkeys and directed by Matt Kamen, shows a man in a hot tub and a woman having a massage while preparing lamb dishes with minimum fuss.

The integrated campaign is the first to feature the new brand line ‘Share the Lamb’, an evolution of ‘You Never Lamb Alone’.

Past ads illustrated how lamb could bring Australians of all races, cultural backgrounds and religions together for a meal.

Tackling issues of multiculturalism and religious tolerance, You’ll Never Lamb alone ads were  regularly among the AdNews top 10 ads of the year, however, a recent spot caused a backlash for depicting the Hindu god Ganesha as a carnivore and was banned.

MLA domestic market manager Graeme Yardy said the aim of the new campaign was to make food central to the storyline.

“We want to remind Australians that it’s easy to bring people together over lamb, no matter the occasion. This campaign celebrates the classic Australian ‘too easy’ culture and builds on lamb’s core positioning of unity and inclusivity,” Yardy said.

“Australian Lamb is such a versatile meat, with many cuts, and works with many flavours, we wanted to make sure the food was central to the campaign storyline.”

The ads are shift from the politically-charged and often controversial You’ll Never Lamb Alone ads of recent years under former MLA marketing boss Andrew Howie, who recently exited the business in 2017, following a successful stint, joining Westpac and, most recently Amazon.

Other MLA Australia Day ads fuelled complaints and calls for bans, but were regularly among the most memorable on TV and had positive impacts on lamb sales.

Read more: Take a look through 12 years of epic MLA ads

The new Share the Lamb brand line appears to tread on much safer ground and it will be interesting to see the impact of this approach.

The ‘Too Easy’ campaign will appear across TV, digital, social, OOH and radio from today, while PR will spread the message across earned media in the coming weeks.  

Share the Lamb3.png

Campaign Credits

MLA - Chief Marketing and Communications Officer – Lisa Sharp

MLA – Domestic Marketing Manager – Graeme Yardy

MLA - Brand Manager – Anna Sharp

MLA – Acting Brand Manager – Kelly Spence Creative Agency -

The Monkeys, part of Accenture Interactive

Group Chief Creative Officer & Co-Founder: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Senior Copywriter: Benn Sutton

Art Director: Alastair Flack

Head of Planning: Michael Hogg

Managing Director: Matt Michael Group

Content Director: Ciaran Miller-Stubbs

Senior Content Manager: Victoria Zourkas

Content Executive: Will Davies

Head of Production: Thea Carone

Senior Broadcast Producer: Kaija Wall

Producer: Katie Bassett

Production Company - Goodoil Films

Director: Matt Kamen

Producer: Helen Morahan

Executive Producer: Juliet Bishop

D.O.P: Shelley Farthing-Dawe

Editor: Dave Whittaker @ ARC Edit Post Production - The Editors

Production Design: Arabella Lockhart

Sound: Song Zu

Media Agency – UM

Senior Client Director: Tim Rogers

Senior Partnerships Manager: Jenny Lam

Partnerships Manager: Anna Cox

Senior Connections Designer: Jonny Day

Partnerships Trader: Yasmin Sherif

PR Agency – One Green Bean 

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