BMF's latest campaign for Meat and Livestock Australia is a tongue in cheek invitation to consider spring lamb as the hottest fashion item this season.

The premise is the creation of 'Lamboutiques' and in the experiential execution, butchers across the country were treated to a Lamboutique facelift – transforming the most modest of butcher shops into a high-end fashion boutique with window displays, glossy shopping bags, designer aprons, wrapping paper and other POS collateral.

The comprehensive roll out includes a TVC, featuring a Lamboutique fashion show, directed by Barney Howells and produced by Gods and Monsters. The campaign also includes posters, print and online ads.