The most diverse Lamb ad ever.

In a year dominated by conversation about division in society, we brought Australians of every race, religion, gender, age, and sexuality together in the most diverse lamb ad ever - telling it how it is in an irreverent and uniquely Australian way.

It was the very first time a major brand reflected what Australia really looks like – sending a bold message of social acceptance at a time when global leaders were doing exactly the opposite.

The message was much bigger than a piece of film, positioning Lamb at the front of larger global debates about sexuality, immigration, multiculturalism and the rights of indigenous groups.

A new piece of long-form content was created. One that truly addressed the lack of diverse cultural representation in Australian media.

The film was shared only via Meat & Livestock Australia’s YouTube and Facebook pages where we knew it would be debated, commented on and shared.

And it worked, as the video was soon picked up on ALL social pages of Australia’s major news outlets, including news.com.au which drove 2 million+ organic views alone.

This resulted in the film being played in its entirety across news platforms and panel shows on every major Australian TV station, without paying to run it on commercial TV.

The campaign has been a huge success - sparking a national (and global) conversation about cultural inclusivity and positioning lamb as a champion of Unity.

RESULTS

- +82% of Australians reached

- 6.2M combined views (Facebook + YouTube)

- YouTube Australia Top 10, Q4 2016

- Over 171M media impressions

- National coverage including The Guardian, The Age, The Daily Telegraph, and The Sydney Morning Herald and international coverage including Time Magazine, The Huffington Post, BuzzFeed, and GQ.

- +11% increase in Lamb consumption (a record uplift for MLA)

Note: Current Australian population is 24.3 million