Until recent years Australian families regularly consumed Lamb roasts on Sunday. Taking several hours to do and traditionally cooked by mums, these meals have become less popular due to a lack of time. Easy Lamb Roast is a smaller cut of roast lamb that can be prepared by anyone in just 30 minutes. It’s so easy it turns anyone into a mum.

The spot shows the head of a group of bikers, who unexpectedly cooks an Easy Lamb Roast for his friends and starts to act like a mum. We see him behave in a variety of maternal ways. He first surprises his biker friend by wrapping him in a warm scarf, then he wipes the dirt off a workmates cheek before he finally helps a lady on the street blow her nose.

Our idea: subvert Sam’s persona. In a teaser phase, we showed Sam like never before – as a sensitive, fashion conscious vegetarian. This created buzz in traditional and social media in the lead up to the campaign launch.

Then, in a TV spot, we revealed the cause of Sam’s strange behaviour: Lambnesia, a condition that makes you forget your Australian identity. The only way to fight it is by early diagnosis (by taking Sam’s National Lambnesia Test), and by eating lamb. The call to action was clear on every piece of communication – remember to eat lamb on Australia Day.

-48% increase in sales (above the weekly average)

-13% increase on sales from last year, making it the best result ever

-Association between ‘Lamb’ and ‘Australia Day’ on social media has doubled since 2012

-Facebook fans generated 16.6m impressions via interactions with the page

-Campaign videos received over a million plays in the first week

-The campaign generated over $2.1m worth of PR on a $50,000 PR budget