Introducing the Ultimate Social Device

Designed to help you connect with your friends, better than ever.

AUSSIE lamb is being celebrated as the ultimate social device in the latest tongue-in-cheek effort from Meat & Livestock Australia in its spring advertising campaign.

The campaign was launched yesterday and will run for four weeks, parodying the advertising style of technology brands by introducing a device that actually facilitates in-person connections: a lamb chop.

MLA’s general manager for marketing and insights, Nathan Low, said this year’s spring lamb campaign is targeting younger shoppers.

“Appealing to younger demographics is important to foster the next generation of lamb consumers and forms a part of Australian Lamb’s brand vision of making lamb the go-to for bringing friends and family together,” he said.

“The majority of frequent lamb buyers skews older in Australia, but in the last year we’ve seen positive brand growth from younger segments off the back of retail price decreases and the Generation Gap summer campaign.

“To continue building affinity with younger segments, we’ve styled this year’s spring campaign in a format they’re very familiar with, and using humour that also resonates with all demographics to showcase lamb as a social device that brings people together,” Mr Low said.

The ads will run across digital television, YouTube, Facebook, Instagram and out-of-home panels, including skyscraper style billboards close to retail centres, reminding shoppers to buy lamb as they head into store.