Brief
Meat & Livestock Australia wanted to deepen the emotional associated with lamb, remind people that lamb can create quality connection and enjoyment and help Australians feel confident cooking lamb at home.
Strategy
Droughts, bushfires, floods and the pandemic left many Aussies in desperate need of help in recent years but also brought out the best in everyday people who wanted to do their part to help. So let’s celebrate these everyday legends by cooking them a delicious lamb dish.
Idea
‘Lamb Legends’ – an entertaining and inspiring content series where iconic chefs cook a delicious lamb dish for an everyday legend to say thanks for their inspiring work.
The campaign encourages Aussies to ‘Share the Lamb’ for a good cause and encourages people to share a lamb dish with a legend in their own lives.
Results
Over 10 Million Views
276% lift of website visits
88% Completion Rate
Lamb Legends Series
7 x 4min episodes released on YouTube and on IGTV.
Social Campaign
The campaign was supported by a social media and PR rollout including 30″, 15″ and 6″ videos on Instagram, Facebook and Snapchat, as well as IG Stories, FB stories and In-feed carousels.
Animation Reel
During each episode, we created short animations to bring the stories to life.
Still Photography
We also created a suite of stills including hero portraits, recipe stills and behind the scenes images which were used across social channels, PR and on the recipe page of the Australian Lamb website.
Social Competition
To help spread the message, OGB ran a social competition encouraging Aussies to share the lamb with a legend in their lives. The prize was a zoom call with Celebrity Chef, Dan Hong, who taught the winners how to cook his lamb dish which we edited into a social video.