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Spearheaded by a TVC campaign that is a parody on fashion advertising,  the latest campaign for Meat & Livestock Australia (MLA) aims to remind consumers that spring is the season to enjoy juicy, tender, tasty lamb.

"Fashion and lamb are a perfect fit as they are both associated with spring — the fashion theme helps showcase lamb's ownership of the season," says Glen Feist, general manager — Marketing at MLA.

"Spring is a great time of the year for lamb as we all know, it's also a great time for fashion. Bringing the two together has given us the opportunity to have fun, be irreverent and celebrate a couple of things that we love about spring," says Warren Brown, executive creative director at BMF.

Opening with a spring inspired catwalk, the commercial begins with a model wearing a Yummi Lambaguchi rosemary and garlic-bulb inspired dress, sashaying her way towards the camera as designer and fashion commentator, Henry Roth, announces, "So let?s get a taste of Spring Glamb".

In addition to the TVC, advertising for the new campaign will be featured in food and lifestyle magazines as well as in shopping centres and online. Point-of-sale material for retailers and extensive public-relations activities also form part of this campaign.

CREDITS:

Advertising Agency: BMF, Sydney
Production Company: Gods and Monsters
Post Production Company: The Lab
Music: Electric Dreams
Sound: Sound Reservoir
Client: Meat & Livestock Australia
Media Agency: Universal McCann 

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