Campaign details

Agency: The Monkeys

Executive Summary

2015, 2016 and 2017 were Lamb's best years ever.

'You Never Lamb Alone' transformed an industry experiencing five-years of flat-line sales in its largest market (Australia), into a powerhouse delivering record volume and value growth, generating over $87M incrementally for farmers.

Combining a disciplined 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, increasing consumer price sensitivity, chicken's challenge, and the World Health Organisation labelling red meat "probably carcinogenic".

Total Campaign Expenditure

What was the strategic communications challenge?