Meat & Livestock News

Summer Lamb Campaign Sizzles with Unity Message, Bridging Australia’s Generational Divide

A beautiful shot of a lamb in the middle of the green field

The latest Summer Lamb campaign, which premiered during the 6 pm news bulletin on Channel 7 and 9, presents a unique take on bridging the generational divide in Australia. The campaign, centred around the theme of unity, emphasises that Australians have more in common than what separates them.

Summer, a prime season for Australians to gather with loved ones for meals or barbecues, serves as the backdrop for this campaign. Its objective is to enhance the Lamb brand’s visibility and encourage lamb purchases among consumers deciding on their protein options in both retail and food service settings.

Continuing the ‘Share the Lamb’ brand theme, this 6-week integrated campaign is infused with contemporary humour, satire, and, importantly, appetising visuals of lamb dishes.

The campaign’s creative narrative features a hypothetical scenario where different generations are segregated by an insurmountable ‘Generation Gap.’ This separation leads to each age group devolving into exaggerated stereotypes of themselves. The turning point in the ad is the introduction of a lamb barbecue, which acts as a unifying force, dissolving the generational barriers and bringing everyone together.

For a closer look at this innovative campaign, watch the ad on the Australian Lamb YouTube channel. The campaign invites viewers to watch and share the advertisement, fostering a sense of community and shared experience.