Lamb You Never Lamb Alone Australia Day

  • EMOTION INTO ACTION SCORE 84.80
  • YEAR 2017
  • Parent company Meat & Livestock Australia
  • AGENCY The Monkeys, Sydney
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Food
  • REGION Asia Pacific
  • COUNTRY Australia
  • MEDIUM TV Long

Our Opinion

Lamb Australia drummed up publicity for the meat in 2017 with a series of controversial online ads which tackled hot-button issues like religion and social diversity with plenty of tongue-in-cheek humour. As the 5-Star success of “You Never Lamb Alone” shows, this approach can work wonders. There’s just enough self-mockery in the ad’s ultra-inclusive cast list to prevent people who distrust “political correctness” from getting mad, but at the same time the commercial works as a patriotic celebration of Australia Day and Australia’s diversity. With brands everywhere wondering how, or whether, to address political issues, Lamb Australia’s bold ads offer a possible answer.