Meat & Livestock Australia: "Bloody Idiots and Ratbags" do it again for Lamb

This case study shows how Meat and Livestock Australia overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Campaign details

Agency: The Monkeys Advertiser: Meat & Livestock Australia Category: Food

Executive Summary.

When Pauline Hanson labelled us "a bunch of politically correct ratbags," we knew we were onto a winner.

Lamb, the brand that stands for 'Unity', could no longer ignore the elephant in the room: the day we should be most united as a nation - Australia Day - was instead driving us apart, by excluding Indigenous Australians.

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