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Summer Lamb to target younger consumers
Younger consumers will be the target audience of MLA’s highly anticipated Summer Lamb campaign when it launches on 20 January 2019.
Share the Lamb this summer
While the campaign’s creative content is being kept firmly under wraps, MLA Brand Manager – Lamb, Anna Sharp, has provided some key insights.
“It will definitely continue the legacy of big, signature campaigns that Australians anticipate for summer, and will focus on how easy lamb is to prepare and share,” Anna said.
“The target audience is 18 to 44 year olds. What we’re seeing is this younger segment of the market buying less lamb, primarily because of price and because they don’t perceive it as an easy, everyday protein.
“The campaign will also demonstrate lamb’s versatility, showcasing easy-to-use cuts and recipes that can suit any budget.
“A butterfly lamb leg, for example, can feed four to six people and it’s actually quite economical.
“We’re looking to shift traditional perceptions that lamb is only for special occasions, and that it takes a long time to cook.
“Summer is the perfect time of year when Australians get together and there’s no better way to enjoy the season than sharing some lamb with loved ones,” Anna said.
Campaign material
Point of sale material for the campaign will feature the new ‘Lamb 100% Australian’ logo and ‘Share the Lamb’ brand tag line. Bunting and posters have been developed for butchers to use in-store, to help drive the conversation and keep lamb in consumers’ minds at point of sale.
Fresh new summer recipes have been developed for point of sale material, and will feature on tear-off cards, posters and bunting. The recipes feature meals that can be prepared in 30 minutes, any day of the week.
“Using point of sale material will help drive conversation around lamb as a versatile meat that has a wide range of cuts and cooking methods, and suits many different flavours and meal occasions,” Anna said.
“The objective of the campaign is to help increase consumer confidence in cooking lamb and showcase that it can be used in a variety of meals.”
The six-week Summer Lamb campaign will run until 3 March across a range of platforms, including a TV commercial, online through social media, as well as radio and out-of-home advertising.
Point of sale materials will be available to order on Monday 29 October and distributed early in January 2019.
More information
