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On the 40th anniversary of Woodstock, BMF have created a new campaign for Meat and Livestock Australia that celebrates the love of Lamb in Spring, hippie style. "Lambstock" is set in the present day, but inspired by the ethos of the ‘love generation'.

"I think the original Woodstock would have been even better if they'd had plenty of lamb barbies. Lamb is about togetherness and being a little free spirited, this ad captures the vibe we want for lamb perfectly," commented Warren Brown, BMF's Executive Creative Director.

"Australians love their Lamb so it makes sense that a love for Lamb is again bringing people together in this new campaign. In 2008-2009, Australian consumer expenditure on Lamb grew 7%, exceeding $2.2 billion for the first time ever. We're sure this latest great work by BMF will spark consumer interest and continue to grow Australia's love for Lamb this Spring," said David Thomason, MLA's General Manager, Marketing.

The new spring campaign launched nationally as a 45 sec TVC on September 1st 2009, supported by point of sale, outdoor, brand activation and online.

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