Says
Scott Nowell, Executive Creative Director, The Monkeys: "Australia Day
is a day for coming together over lamb. This year the thought was around
what about the Australia Day orphans - all those ex-pats in foreign
countries, cold and alone on January 26th, missing out on a lamb
barbecue with their friends or family. Then it was about how we could
get them back home with their loved ones this Australia Day."
The
Australia Day campaign will be supported on-air via a major radio
partnership with The Nova Network's Fitzy & Wippa show. Airing from
Monday 11 January through to Australia Day, the hosts are showing their
commitment to the Operation Boomerang theme by airing from London
throughout the first week, and seeking out overseas Australians to be
flown home for Australia Day and a lamb BBQ.
Additional media
spend will also see the ad pushed out across digital, social and TV,
whilst PR will spread the message across earned media. In-store,
product-focused point-of-sale will deliver lamb BBQ inspiration,
focusing on a selection of different cuts.
Says Andrew Howie,
Group Marketing Manager, Meat and Livestock Australia: "We've had a
blast bringing this campaign to life with The Monkeys. The Australia Day
Lamb campaign is now in its twelfth year. The challenge of evolving the
campaign to ensure it remains relevant each year is certainly a fun one
to have. This year's campaign continues to highlight the value MLA
places on brave creativity. Kookoo Koo."