Lamb has been uniting Australia for decades. Representing what makes Australia great and what being Australian is all about – unity and inclusivity. But with record low wage growth and historically low levels of supply due to years of drought, Australia’s love for lamb has waned recently. Challenged by sky-rocketing retail prices and a perceived lack of convenience. Lamb was losing out to the affordability and ease of chicken. And had become a lamb to the slaughter of flexitarian-vegetarian cultural influence, with more Australians jumping on the ‘low/no red meat’ bandwagon. The challenge was to ‘renew Australia's love of lamb as the meat to share’. The campaign’s brand objective being to raise brand awareness by 2% and confidence Lamb can be used in a variety of meals by 1%. To achieve business objectives of reversing the decline in household penetration and increasing retail sales value by 5%.

The film is set in a not-so-distant dystopian future, where the bickering Aussie states have slammed shut their borders. In 2031, the nation is permanently divided by a towering concrete wall that scythes through stunning beaches, border towns and the vast expanse of the Aussie outback. Providing a tongue-in-cheek take of what could happen if division continues unchallenged. Everyday life continues in the shadow of the great wall, until the mouth-watering aroma of Aussie lamb kick-starts a revolution to tear it down. We follow people from all over Australia attacking the wall with hammers, spades, mops, BBQ tongs, a tractor and even a tank. As the wall comes down, we see the 8 states coming back together, whilst taking every opportunity to have a satirical swipe at one another. Until the nation is finally reunited around an epic lamb BBQ setup heroically at the top of a mound of rubble.

The essence of Lamb is ‘Unity’. A key differentiator being it’s the meat enjoyed by Australians from all cultures. 3 in 4 households buy Lamb, with three key attitudinal groups - ‘Passionate Foodies’ who love food and cooking. ‘Enthusiastic Taste Pleasers’ looking to serve tasty meals to their family and friends. And ‘Constrained Aspirers’ who like food but need easy meals that suit their busy lives. Yet despite their different needs and attitudes, they are all passionate Australians with a strong emotional connection to what make their country great. Our approach being to tap into the topical issue that has most divided Australians, and use Lamb as a beacon of hope and unity to bring the entire nation together. The summer Lamb campaign a national call to arms that celebrates our shared fellowship and pride in being Australian. Our call to action being for all Australians to ‘Share the Lamb’.

The six-week integrated campaign launched on 10th January in the lead up to the national holiday Australia Day on 26th January. To generate maximum impact and national discussion a 2 minute 30 second film was shared on Australia’s largest social platforms Facebook, Instagram, Twitter and YouTube. And was the focus for PR on the biggest morning TV show. To set the national agenda on the 10th January and generate the widest media coverage. Followed by a 30 TV edit airing across Australia’s three national TV networks to maximise reach. 15” and 6” social bumpers helped stoke the campaign’s fame flames. Finally, to create a ‘second wave’ of publicity in the week leading up to Australia Day a series of provocative mobile OOH posters targeted the warring state premiers outside every state and federal parliament building. As well as at newly opened state borders, as long-suffering Aussies as they finally crossed.

'Make Lamb, Not Walls’ has been Lamb’s most successful summer campaign ever for earned media. Australia’s biggest nightly news bulletins featured the 2 min 30 sec film in its entirety. Our launch film was viewed over 10 million times online, becoming Australia’s No.1 trending YouTube video. A staggering 1,421 media outlets talked about the campaign, from the New York Times to The Australian. The coverage generated 500,739,000+ OTS, up 18% on the previous record. Most important of all lamb sales went up a sizzling 16.8%, 236% above target.