30% of Aussies more likely to purchase lamb after watching MLA’s Summer Lamb campaign – YouGov data reveals
Earlier this month Meat & Livestock Australia (MLA) released its annual Summer Lamb campaign via The Monkeys. Recent YouGov surveys data has found that, despite the ad poking fun at differences between the generations, most viewers responded positively. 32% of all viewers claimed they were more likely to purchase lamb after watching the commercial.
This advertisement looks at the gap between generations, ‘bridging’ a literal chasm between Gen Z, Millennials, Gen X and Baby Boomers.
YouGov’s data found that the commercial sat very favourably with the youngest depicted generation. 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%.
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.
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%.
For more insights or information about YouGov, please visit: https://business.yougov.com/content
YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 11- 15 January 2024, with a national representative sample of 1,010 adults (aged 18+ years) in Australia, using a questionnaire designed by YouGov. Data has been 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.
10 Comments
Why not just measure lamb sales since the campaign aired to see how effective this campaign was?
Wouldn’t it be better to point to actual sales increases through?
The weirdest press release in ages.
…
gO wOkE Go bRoKe
Data says a lot of stuff
Righto.
Agree with commenters here, put your lamb sales where your mouth is. Why PR this random ass research paper?
It’s Jan 29. One might suspect that the numbers will be counted across a slightly longer period than say, a fortnight? For now, look at the numbers you have been permitted to read – it shows a level of brand effectiveness accross a certain period, based on the media activity. Cool? And, while you sit at home on your grubby share couch waiting for the phone to ring, keep an eye out for more MLA sales figures on CB. Sound fair?
Apparently 30% of campaign brief readers became 60% more gullible after ready the MLA press release.