| Title | Australia 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 |
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