The most diverse Lamb ad ever.

In a year dominated by conversation about division in society, we brought Australians of every race, religion, gender, age, and sexuality together in the most diverse lamb ad ever - telling it how it is in an irreverent and uniquely Australian way.

It was the very first time a major brand reflected what Australia really looks like – sending a bold message of social acceptance at a time when global leaders were doing exactly the opposite.

The message was much bigger than a piece of film, positioning Lamb at the front of larger global debates about sexuality, immigration, multiculturalism and the rights of indigenous groups.

A new piece of long-form content was created. One that truly addressed the lack of diverse cultural representation in Australian media.

The film was shared only via Meat & Livestock Australia’s YouTube and Facebook pages where we knew it would be debated, commented on and shared.

And it worked, as the video was soon picked up on ALL social pages of Australia’s major news outlets, including news.com.au which drove 2 million+ organic views alone.

This resulted in the film being played in its entirety across news platforms and panel shows on every major Australian TV station, without paying to run it on commercial TV.

The ‘You Never Lamb Alone’ campaign took on diversity in the media and made international news for it, putting the issue front and centre, and sparking widespread discussion about what it means to be Australian in 2016.

Perhaps this quote says it best: “I’ve had hundreds of messages on Facebook and Twitter from young people from diverse backgrounds saying how much it means to them because they feel like they’ve finally been represented” - Arka Das, lead actor, You Never Lamb Alone, 2016.

RESULTS:

6.2M combined views (Facebook + YouTube)

Over 171M media impressions

379 unique pieces of editorial coverage

YouTube Australia Top 10, Q4 2016

82% of Australians reached

Note: Current Australian population is 24.3 million

Lamb is famous for its Australia Day film. It’s like the super-bowl of Australian advertising, except with only one brand participating.

In 2016, our challenge was to achieve the same level of impact that we do on Australia Day during our Spring campaign - and do so in a way that reinforced Lamb as the meat that brings people together.

Without the media budget of Australia Day, or the day itself to drive anticipation, we needed an idea big enough to spark a national (and even global) conversation.

Australian Lamb is a brand built on togetherness. Fuelled by the belief that people should 'never lamb alone' they have been rallying the nation to come together over a chop for years.

Their latest mission is to unite ALL Australians and prove that Lamb is the ultimate cross-cultural protein. This focus came from the realisation that whilst Australia is fast becoming more diverse (not just in terms of background but religion, lifestyle and sexuality), it is not currently being reflected in the media and on our screens.