Meat & Livestock Australia (MLA) Promo, Case study LAMBASSADOR by UM


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency UM
Executive Creative Director Warren Brown
Art Director Jake Rusznyak
Account Supervisor Rebecca Booth
Released January 2010

Credits & Description

Category: Best Use of Television
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Entry URL:
Managing Director: Travis Johnson
National Strategy Director: Nathan Brown
Client Services Director: Chris O’Keefe
Account Manager: Hugo Cutrone
Media Relations Director US: Scott Laine
Client Services Manager: Natalie Harvey
Client Services Manager: Maura Tuohy
Investment Manager: Andrew Murray
Media Buyer: Briar Rowsell
General Manager Marketing: David Thomason (Meat & Livestock Australia)
Manager Marketing Strategy: Janice Byrnes (Meat & Livestock Australia)
Senior Brand Manager: Andrew Cox (Meat & Livestock Australia)
Brand Manager: Tiana Diep (Meat & Livestock Australia)
Executive Creative Director: Warren Brown (BMF)
Creative Director/Copywriter: Dennis Koutoulogenis (BMF)
Account Supervisor: Rebecca Booth (BMF)
Art Director: Jake Rusznyak (BMF)
Planner: Gerry Cyron (BMF)
Chief Sales/Digital Officer: James Warburton (Seven Media Group)
Director Network Sales: Kurt Burnette (Network Seven)
Media placement: Television - MTV – Network Seven - 04/01/2010
Media placement: Digital - Yahoo 7 - 11/01/2010
Media placement: PR - Various Media - 04/01/2010

Results and Effectiveness
By leveraging a local consumer insight, creating a great content idea, as well as leveraging the power of our global agency network - we managed to turn an $800,000 media budget into over $6 million worth of independently audited exposure. On completion of the campaign lamb was officially voted Australia’s national dish by a poll released by the No.1 newspaper group in Australia. Most importantly year on year lamb sales rose by up to 30%.

Creative Execution
We partnered with Australia’s biggest media network to bring our idea to life. We also used the power of our global network to access US talent for our ‘Lambassador’ to leverage whilst in the Big Apple. The campaign kicked off with a live address to the nation from Sam at the United Nations - broadcast on Australia’s leading prime time current affairs news programme. Sam then discussed Aussie lamb with everyone from a Tanzanian diplomat to Donald Trump himself! All of this content appeared as dedicated daily segments in Sunrise - the No.1 morning news programme in Australia. As Sam’s adventures unfolded, other media picked up on his crusade and further amplified it. We thoroughly urge you to view our reel – you won’t be disappointed.

Insights, Strategy & the Idea
Back in 2005, Sam Kekovich began urging Australians to eat more lamb on Australia’s National Day. Over time his annual address to the nation has become one of the most anticipated campaigns in the country. Every year Aussies ask themselves ‘what is Sam going to do next?’. Australians have always believed that if the world was more Australian it would be a better place. Given that Australia was the only G20 country to dodge a recession, there had never been a better time to start bragging. The perfect time for Sam to take on the world, one lamb chop at a time. Sam became our official ‘Lambassador’. He headed to New York (“GFC” capital of the world) to spread the word on all things Australian, especially Aussie lamb! Like all high profile diplomats he took an entourage of local media with him to capture every moment and report back home.