We partnered with Australia’s biggest media network to bring our idea to life. We also used the power of our global network to access US talent for our ‘Lambassador’ to leverage whilst in the Big Apple.The campaign kicked off with a live address to the nation from Sam at the United Nations - broadcast on Australia’s leading prime time current affairs news programme.Sam then discussed Aussie lamb with everyone from a Tanzanian diplomat to Donald Trump himself! All of this content appeared as dedicated daily segments in Sunrise - the No.1 morning news programme in Australia.As Sam’s adventures unfolded, other media picked up on his crusade and further amplified it.

We thoroughly urge you to view our reel – you won’t be disappointed.

By leveraging a local consumer insight, creating a great content idea, as well as leveraging the power of our global agency network - we managed to turn an $800,000 media budget into over $6 million worth of independently audited exposure.On completion of the campaign lamb was officially voted Australia’s national dish by a poll released by the No.1 newspaper group in Australia.Most importantly year on year lamb sales rose by up to 30%.