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.
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.
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.
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.