The Idea: The Currency Kitchen, the pop-up lamb restaurant that welcomed everybody and every currency on earth.

A physical manifestation of the brand’s spirit of diversity and inclusion - with proceeds going to Oz Harvest, to feed others less fortunate.

Over five nights, five diverse chefs prepared lamb meals that reflected their background. Guests could book a spot at one of our eight seatings online. The restaurant was designed and styled to specifically represent a global food culture with a currency in-line with the restaurant’s mission - right down to the menus held together with money clips. In order to reach our target audience, we partnered with youth publisher Pedestrian, and a community of foodie influencers.

We made sure no-one missed out on the chance to taste the chef’s creations with How-To-Cook videos and recipes shared online, meaning that Lamb’s Currency Kitchen could be experienced by far more people than simply the attendee, with the kitchen cooking up both food and content.

The Results: The Currency Kitchen was literally an overnight success, with all bookings snapped up in one evening, the vast majority of these taken by a diverse range of young Australians.

Booking for eight seatings sold out in just twelve hours with 560 diners.

Collected 51 currencies from around the world

Collected $14,000 which was directly donated to OzHarvest

Packed media launch night with more than 70 journalists and influencers attending.

Instagram and Snapchat content created by diners reached over 1 million young Australians.

In total The Currency Kitchen generated 168 pieces of coverage with an OTS (opportunities to see) of 16million+.

The Currency Kitchen is relevant for Brand Experience and Activation lions as it was a restaurant where over five nights, Australians ate and experienced Australian lamb in a setting that brought the brand’s ideals of acceptance and diversity to life. The activation showcased Australian Lamb to everyday Aussies through an experience that showcased the meat, its preparation, and the ideals it represents to life in a unique setting. The Currency Kitchen’s unique payment method - where attendees could pay in any currency they wanted - further brought Australian Lamb’s ideals to life through this activation.

A brand that champions unity

Lamb the brand for several years now has been championing a powerful message of unity (be it with diversity on our screens or with Indigenous Australians on Australia Day) that has been resonating with younger consumers. However, despite our success in connecting consumers with the brands message of unity, we also had a job to do in reconnecting young Australians with Lamb the meat.

Opportunity

Our opportunity was to not just talk about the inclusivity and unity championed by Lamb, but instead to bring these ideals to life with an actual experience with the product.

Our idea needed to have the Lamb product at the heart of the idea; lamb being eaten, lamb being cooked and lamb being shared in way that resonated with this generation.

Situation

The older generation have traditionally been lamb’s heartland consumer. However, our lamb eating brethren are starting to grey and with them the guarantee that lamb will be on Australia’s plate every week.

The younger generation haven’t grown up with Lamb the same way their parents did- Sunday roasts and meat, three veg dinners - meaning Lamb is increasingly not the choice of the younger generation, who are losing interest in Lamb, and also their skills and knowledge of what they can do with it.

Brief

Lamb's longtime associating with Australia Day has made the brand famous, but it has also meant our marketing calendar was weighted to the summer months. We needed to get Lamb on the agenda at another time of the year, that would get younger consumers eating it.

Objectives

We needed to inspire young people to eat lamb, prepare lamb and love lamb all year round.