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

In 2020 COVID-19 struck. Lockdowns, mandatory mask wearing and social distancing.

Australians endured extreme separations. The New York Times wrote: “No democratic country has gone so far as Australia in restricting movement across its own cities and regions to keep the contagion in check.” These restrictions were challenging. But Covid-19 intensified state rivalries, tearing at our social fabric of togetherness.

As Covid-19 began Australians had been pleased by the outbreak of bipartisan leadership shown by National Cabinet. But soon cracks started to show. Bickering state premiers sledged each other. Queensland Premier Palaszczuk warring with NSW Premier Berejiklian. Western Australia closing its border to the rest of Australia. South Australian premier, Steven Marshall, attacking Victorian leader, Daniel Andrews, after he asked why anyone would want to visit South Australia.

Dubbed the ‘state border wars’ by media, they denied Australians freedom of movement. Radio hosts ranted they were ‘a national disgrace’. Businesses campaigned to ‘open our borders’. COVID-19 made Australia a global beacon of division. If we were to be the brand bringing people together Lamb couldn’t let this political fighting continue to divide our great nation.

Our insight: the real thing dividing Australians wasn’t a virus, but skittish state leaders turning intangible borders into hard walls.

But with just a six-week campaign, we knew our idea had to be compellingly creative and extremely effective to achieve its ambitions; get Australia talking about lamb, overcome its price premium and reverse sales declines.

Australians were equally sick of Covid-19’s ‘standing together brand-wagon’. Lamb never follows the herd, so our idea was to subvert this ridiculousness divisive border parochialism by celebrating Australians are better together united by Lamb.

We needed a ‘fame fire-starter’ to capture the nation’s attention. So, we launched with a 2 minute 30 second film on digital and social platforms inserting Lamb into shared environments to spark cultural conversation. With shorter TV edits extending Lamb’s reach.

The film envisaged 2031 Australia, a country where state powers had gone too far. Everyday life divided by a Berlin-style wall separating states. Citizens blandly accepting their fate until the irresistible aroma of lamb is the catalyst to re-unite the nation around a celebratory BBQ.

In true Aussie spirit no-one was spared the film’s satire, from residents of every state to our Prime Minister. This may appear paradoxically counter-productive, yet research highlighted how the uniquely Australian characteristic of poking fun at each other endeared Lamb with everyone.

Two weeks later mobile posters inspired by the iconic ‘Fraternal Kiss’ mural toured state parliaments and borders satirically depicting warring premiers united over a succulent lamb cutlet. Further stoking publicity and brand fame.

Finally, to drive sales, social and digital bumpers tempted Australians with easy, mouth-watering lamb recipes. While DOOH close to retailers and butchers prompted Australians to buy Lamb in-store.