Never Lamb Alone with Richie Benaud

Meat and Livestock Australia has launched a fresh advertising campaign in the lead up to Australia Day, replacing the customary Sam Kekovich rant with a commercial starring cricketing legend Richie Benaud. Benaud recruits a number of national icons, past and present, to attend an Australia Day lamb barbecue. Beanud’s invite list includes Captain Cook (Cooky), explorers Burke and Wills, bushranger Ned Kelly, cricketer Don Bradman, media icon Ita Buttrose and Lambassador Sam Kekovich. Billy Birmingham, famous for his parody of Benaud in The 12th Man, is markedly kept away from the celebrations. The campaign includes a competition to win tickets to attend a BBQ to meet Benaud through uploading an impersonation of Benaud’s lamb BBQ call “Top Lamb Chop That!” to the We Love our Lamb Facebook page. Kekovich continues as the Lambassador operating in the field, working with farmers as the face of lamb for the MLA.

Richie Benaud Calls in Never Lamb Alone commercial

The Never Lamb Alone campaign was launched in Spring 2014 with a commercial in which a woman buying lamb chops and sausages is visited by everyone in her neighbourhood.

Richie Benaud Calls Captain Cook in Never Lamb Alone commercial
Richie Benaud Calls Burke and Wills in Never Lamb Alone commercial
Richie Benaud Calls Don Bradman in Never Lamb Alone commercial
Richie Benaud Calls Ned Kelly in Never Lamb Alone commercial
Richie Benaud Calls Ita Buttrose in Never Lamb Alone commercial
Richie Benaud Calls Sam Kekovich in Never Lamb Alone commercial
Richie Benaud with barbecue and phone in Never Lamb Alone commercial
You Never Lamb Alone on Australia Day
Billy Birmingham calls in Never Lamb Alone commercial

The We Love Our Lamb Facebook page includes a series of nostalgia-style posters promoting essential Australia Day ingredients, including BBQ tongs, The Butcher, lamb kofta sticks and the best esky.

Australia Day Ingredients - BBQ Tongs
Australia Day Ingredients - The Butcher
Australia Day Ingredients - Lamb Kofta Sticks
Australia Day Ingredients - Best Esky

Credits

The Richie Benaud campaign was developed at The Monkeys by executive creative director Scott Nowell, managing director Matt Michael, senior planner Michael Hogg, head of production Thea Carone, senior producer Jade Rodriguez and senior content manager Katie Wong-Hee working with MLA marketing manager Andrew Howie, MLA brand manager (Lamb) Magali Nonnemacher and MLA general manager of global marketing Micahel Edmonds.

PR was handled by One Green Bean. Media was handled by Universal Media.

Filming for Never Lamb Alone with Richie Benaud was shot by director Tom Noakes via Photoplay with producer Belinda Dean and director of photography James Brown.

Post production was done at FSM. Editor was Stuart Morley. Music is by composer Damian De Boos-Smith. Sound was produced at Nylon Studios.