Lamb will keep us together

One of the campaigns named to the 2023 WARC Effective 100 list is from an unexpected source – Meat & Livestock Australia, which regulates standards for meat and livestock management.

In early 2021, high prices and COVID restrictions were limiting the opportunities Australians had to eat lamb.  Not many people were hosting cookouts for their family and friends. Moreover, different states had different approaches to containing the virus.  Some states had very strict border controls, others did not. All of this caused considerable debate and tension in society.

Meat & Livestock Australia made light of this situation with a fantastic campaign called “Make Lamb, Not Walls.”   In short, the smell of lamb makes people nostalgic, so they unite to tear down the (literal) walls that divide them and enjoy a giant barbecue together – with lamb as the main dish.

That description doesn’t do it justice – you have to see it.  It’s 2 ½ minutes of bizarre mayhem.  And it worked.  Tracking showed it increased awareness and willingness to pay a premium. Sales of lamb grew 13% year-over-year, and it is estimated to have driven AUS$18.3M in added revenue.  Plus, it earned multiple awards at Australia’s annual Effie Awards.

A great example of metaphor in action (Container and Connection, anyone?), and how a brand can playfully take part in a broader cultural conversation without offending anyone.