IPA Effectiveness Awards 2004: Bronze Award - Lamb


Campaign: We Love Our Lamb, 2001-2002

Client: Meat & Livestock Australia

Agency: BMF Advertising (Australia)

Principal authors: Samantha Reading, BMF Advertising (Australia); Karen

Judson, Meat & Livestock Australia

Media used: TV, print, PR, press, ambient


It should come as no surprise that the "We love our lamb" campaign of 2001 and 2002, by BMF Advertising, was devised to get more Australians to eat lamb. It also served to give lamb producers a return on a fairly modest advertising investment.

This it did in some style, helping to grow Australia's domestic lamb industry by more than 17 per cent (an increase of $220 million), at a time of serious drought and when supply was meagre. The amount of lamb Australians consumed grew by $173 million, way above pre-campaign predictions, reversing a 12-year trend of tumbling demand.

Retail prices were pushed up by 20.7 per cent, smashing the 9.7 per cent expected. That boost was 12.8 per cent higher than the biggest price increase the market had ever seen, encouraging many sheep farmers to switch from wool to lamb production.

The relatively small marketing budget of $2.4 million delivered an impressive 70-fold return on investment for the Australian lamb industry.

The campaign succeeded in getting younger families more interested in eating lamb, moving beyond its core, older consumers for whom lamb has long been a favourite. Lamb was given a distinctive "voice", delivered with sharp humour and fresh insights, focusing on the most popular ways it is eaten - as chops and roasts.

The judges' view

This paper describes how advertising reversed a 12-year decline in the value of the Australian lamb market.

The judges also noted this case for its strong integration and original and clear articulation of value. It used the Lamb Index to show how communication has increased the value of lamb in a market where supply is fixed.

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