Since 2015, Lamb has focused on a brand essence of ‘Unity’. Developed after ethnographic research uncovered a meaningful difference about Lamb. Unlike chicken or pork, it’s mostly a shared experience; bringing friends and families together.

In 2022 Lamb faced two major challenges. Firstly, it was precariously reliant on older Australians. Over 60’s accounted for xx.x% of sales (2) yet are just 23% of the population. While under 35-year-olds accounted for just xx.x% of total lamb sales (3) despite being 44% of Australia’s population.

Secondly, Australians were being crushed by soaring inflation and rapid interest rates hikes. Lamb cost AUD$19.13/kg vs chicken’s paltry AUD$6.25/kg, a 300+% price premium. Tough to swallow at the best of times, let alone when Aussie budgets were suffering.

Our challenge was to create fame, relevance, and desire for lamb in the face of weak affinity with younger 'evolving Australians' and more affordable chicken and beef market leaders during a cost-of-living crisis.

As a nation, Australia has radically changed. Over 11 million Australians (48%) have a parent born overseas. 7 million (30%) are born overseas. Changing our sense of self as people and as a nation. Culminating in Australians asking; ‘who are we?’, in the middle of an identity crisis struggling to know who we are as Australians.

Yet ironically quick to label anything, and almost anyone, as ‘un-Australian’. A cultural term that had become a meaningless proxy for any difference however small.

Our insight: as we struggle with what it means to be Australian, there’s one expression, that far from uniting us, has become a ridiculous term of division…’un-Australian’.

The use of the term was so pervasive it was big enough to be a country of its own. So we created ‘Un-Australia’. An infinite cultural exile where Australians accused of doing something ‘un-Australian’ were banished (pretty much the entire population). Hapless Australians labelled ‘un-Australian’ for the most ridiculous reasons: accidentally switching to a subtitled foreign film not the cricket, eating a meat pie with a knife and fork, not knowing the lyrics to our ‘proxy national anthem’ Khe Sanh.

Epic, provocative entertainment has been at the heart of Lamb’s summer campaign success, as it’s delivered invaluable free exposure to an increasingly fragmented national audience.

Knowing that media networks and social channels were hungry for entertaining content, and happy to embed the film, our campaign focused on a 3.07 hero film.

To drive relevance with under-35’s YouTube, TikTok and Instagram were lead channels. 6” and 15” films specifically crafted for each platform, enticing audiences to our hero long-form film.

Extending the campaign, to further satirise the ridiculous divisiveness, we placed mobile large format outdoor executions near national icons and high-profile national events. Gently ridiculing the ‘un-Australian’ boastfulness of the ‘Great Ocean Road’ and ‘Great Barrier Reef’. Even hijacking the nation’s biggest sporting event in Summer, the Australian Open, and it’s ‘un-Australian’ exhibition match between Nick Kyrios and Novak Djokovic.