The stakes for every summer lamb campaign are exceptionally high. It's the peak buying season and springboard for the year. A 2022 Omicron outbreak left shelves bare, impacting last year’s sales. Raising the stakes even higher.

Yet in 2023 lamb faced two distinctly different challenges to previous years.

Sales, penetration, and affinity skewed precariously towards aging Australians over 60-year-old. Coinciding with a worrying weakness in relevance, and sales, amongst multicultural Australians under 40.

And a new monster, inflation. Cost of living soared to two-decade highs, placing a ‘cut it out target’ squarely on discretionary, premium brands. Like lamb.

The brief was to make more Aussies eat lamb over summer by creating Australia’s most talked about campaign.

Our communication objective was to increase salience by making lamb famous. Our marketing objective was to increase penetration by making lamb more relevant and desirable. Our business objective was to increase value sales.