Meat & Livestock Australia celebrates ‘Lamb Legends’ in new content series via The Precinct
Meat & Livestock Australia is encouraging Aussies to ‘Share the Lamb’ for a good cause in its latest content series titled ‘Lamb Legends’ via The Precinct.
The 7-part series sees iconic Aussie chefs cook a delicious lamb dish with an everyday legend to say thanks for their inspiring work.
It comes after a tough few years for Aussies where droughts, bushfires, floods and the pandemic left many in desperate need of help but also brought out the best in everyday people who wanted to do their part to help – from helping people find accommodation during the Australian bushfires, raising awareness on issues like melanoma and climate action to donating meals during the pandemic.
The latest episodes feature Melbourne chef Jerry Mai cooking with Scott Stuart, an Aussie dad who dressed up as Elsa to help tackle gender stereotypes in kids, as well as Cook and paediatric nurse Amina Elshafei, cooking with Principal of the Year, Kerrie Nelson for her inspiring work with autistic children.
Says Michelle Galluzzo, creative director, The Precinct: “Lamb Legends is all about celebrating what connects us as humans, so it felt very natural bringing together everyday legends and chefs who have a genuine connection to the cause. The stories that came of the conversations were inspiring, the recipes were delicious and this positivity really comes across in the content.”
The uplifting series aims to deepen the emotional association with lamb by high-lighting the importance of connecting through shared lamb meals. Utilising the platform, Share the Lamb, the series reiterates lamb’s strength as the protein that brings people together and encourages Aussies to cook and share a lamb dish with a legend in their own lives.
MLA domestic market manager, Graeme Yardy said the campaign aims to tackle consumer perception that lamb is hard to cook while highlighting that Australian Lamb is the perfect meal solution to share for any occasion: “The campaign showcases different cuts, cooking methods and flavour partners to demonstrate the ease and versatility of lamb through unique ‘how-to-cook’ video content.
“In particular, the campaign will showcase lamb’s versatility through a range of seasonal cuts including the lamb leg, shoulder, shank, forequarter chop and loin chop.
“Each video in the series provides easy to cook recipes and useful tips to build consumer cooking confidence with lamb whilst sharing inspiring and authentic Aussie stories.”
The latest phase of the campaign follows on from the success of the Spring and Christmas campaigns. Video views to date are now over 10 million with an average completion rate of 88% across Youtube, Catchup TV and Social Channels. Visits to the Australian Lamb website were also up by 276% on the same time last year.
The content series is supported by a social media and PR rollout including 30″, 15″ and 6″ videos on Instagram, Facebook and Snapchat, as well as IG Stories, FB stories and In-feed carousels.
Client: Meat & Livestock Australia
Agency & Production: The Precinct
Media Agency: UM
PR Agency: OGB