Title | Mother's Day |
Agency | BMF |
Campaign | We love our lamb 2001/2002 - Meat & Livestock |
Advertiser | Meat and Livestock Association |
Brand | Lamb |
Posted | August 2004 |
Business Sector | Fresh Meat, Sausages |
Philosophy | The objective of the We Love our Lamb campaign in 2001/2002 was to drive consumer demand for lamb and provide lamb producers a significant return on a modest advertising investment. |
Problem | The objective of the We Love our Lamb campaign in 2001/2002 was to drive consumer demand for lamb and provide lamb producers a significant return on a modest advertising investment. |
Result | The campaign enabled the value of the Australian domestic lamb industry to grow 17.4%, at a time of serious drought, when supply was down. Consumer expenditure on Lamb increased $173m above the prediction. The $2.4m marketing budget delivered a remarkable seventy-fold return on investment to the Australian Lamb industry. |
Media Type | Television & Cinema |
Length | |
Market | Australia |
Copywriter | Paul Fishlock |
Art Director | Warren Brown |
Agency Producer | Ivan Robinson |
Director | Peter Schmidt |
Director of Photography (DOP) | Danny Pope |
Editor | Phil Horn |
Account Director | Samantha Reading |
Advertising Manager | Karen Judson |
Group Product Manager | Karen Judson |