Meat & Livestock Australia: You Never Lamb Alone – Two Years of Unprecedented Growth

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Campaign details

Agency: The MonkeysAdvertiser: Meat & Livestock Australia (MLA)Category: Long Term Effects

Executive Summary.

2015 and 2016 were Lamb's best years ever.

'You Never Lamb Alone' transformed a business experiencing five-years of flat-line sales, into a powerhouse delivering record volume and value growth, generating an incremental $97M for farmers.

Combining a disciplined and sustained commitment to: 1) a long-term brand strategy; 2) an emotive brand platform; and 3) provocative creative campaigns, Lamb consistently generated phenomenal 'earned media' coverage and sent Aussies to the butchers in droves.

All this despite declining budgets, sky-high retail prices,...

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