The Seven Network won. Its willingness to work with us to make MLA’s content even more famous, stood out from two very attractive rival bids.It opened up previously unavailable editorial spaces, allowing us to embed our content in Seven’s programming.

Our football legend unleashed his 2008 tirade from Centre Court at the Australian Open Tennis tournament, within the opening night’s live national broadcast, a media first in an event of this scale.For the next 12 days our spokesman continued to appear in his very own segments during the tennis, all in non-commercial airtime.

These daily segments amplified and extended the lamb message exponentially.

Put simply.Lamb sales were up as high as 29% year on year (and last year was big!)More than $9 million worth of exposure was achieved from a budget of $850,000.