Each year we have featured the MLA’s summer Lamb campaigns in our Marketing mix to demonstrate the brands dedication in building a
strong legacy of highly topical advertising and thought provoking creative, which has generated widespread conversation and publicity for
Australian Lamb.
Every year the lamb campaign aims to ensure lamb's relevance by highlighting the emotional need to come together, connect and contribute to
the best form of cultural expression, cooking and eating together with lamb.
The 2024 highly anticipated Summer Lamb campaign debuted in January, skewering the generation gap that has divided the nation. Through
this campaign springboard, the advertisement reminds Australians that there is more that unites us than divides us.
Summer is a popular time for Australians to gather with friends and family over a meal or barbeque.The campaign aims to increase talkability
for the Lamb brand while encouraging shoppers choose lamb as their protein choice in retail and food service settings.
The 6-week integrated campaign, based on the 'Share the Lamb' brand platform, includes topical jokes, a healthy dose of satire,
and, of course, plenty of mouthwatering lamb. The long form advertisement depicts a world in which generations have been separated by The
Generation Gap, an impassable chasm that keeps each age group isolated from the others. Left to their own devices, each generation has
become the worst version of themselves - until a lamb BBQ appears, bridging the generation gap and bringing them together for good.
The annual 'Share the Lamb' campaign highlights the unmistakable flavour and aroma of lamb, which unites Australians even during
challenging times. 2022 showcased opening back up to the world after COVID-19. 2023 showcased what's Australian and what's
"Unaustralian" and 2024 has showed us that no one is too old or too young to enjoy Australian lamb.
Australian Lamb has cemented themselves, making their advertising an annual Australian tradition, which is a very impressive feat.
Let's increase talkability of your brand in 2024. Talk to 2 Creative Media today.
The sea of sameness - why strong brands don't panic when the market shifts
When markets shift, or economic headwinds force consumers to tighten their belts, most businesses make the exact same fatal mistake: they panic and chase the noise. Reactive marketing might buy you a fleeting moment of attention, but it quietly erodes the trust, authority, and
long-term value of your brand. In a world obsessed with split-second reactions, the true market leaders aren't the ones jumping on every
passing bandwagon; they are the ones who know their audience inside out, hold their ground, and turn economic shifts into an unprecedented opportunity to stand out. Here’s how staying the course can set your business apart for years to come.
Why AI belongs in the passenger seat (not behind the wheel) of your marketing
Clients often ask us the same honest question: “Can’t we just use AI to write our posts, generate our imagery, and compose our jingles?”
It’s an understandable reaction.
Generative AI tools make content feel almost free to produce. But as the digital landscape shifts, cutting corners to save a quick dollar
is proving to be one of the riskiest decisions a business can make.
The long read vs. the fast scroll and how this has changed
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or
print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're
certainly entertaining
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