Roast lamb and spring fashion "Collamborate" in odd campaign

Meat & Livestock Australia Limited (MLA) is an organisation that delivers marketing and research and development services for Australia's cattle, sheep and goat producers.

The idea behind the campaign is to "leverage spring fashion to promote lamb as a fresh and stylish meat option". 

Opting to take it literally, the campaign got Edmiston and O'Donoghue to create a recipe collection inspired by the latest fashion trends. These were then published in a free recipe collection (created in collaboration with ACP Magazines), titled ‘Chop Til You Drop’ (groan).

Available online, 2.5 million copies were also printed and distributed to meat retailers and within ACP titles.

The campaign also launched a TV commercial (directed by UK directors Diamond Dogs via Photoplay) that brings to life the playful creative chaos caused by these two worlds colliding.

Andrew Cox, MLA’s marketing manager, said, “The fashion theme resonates with consumers during spring, a traditional peak in lamb supply. This campaign builds on the success of the fashion-inspired spring lamb campaigns of previous years, which delivered strong results.”

Added BMF’s executive creative directors, Carlos Alija and Laura Sampedro (who apparently speak in unison), “Bringing together a famous chef and fashion designer has been an exciting experience, proving that the collaboration of two creative disciplines is always fertile, unexpected and a little crazy too.”

Posters featuring illustrations by Swedish fashion illustrator Cecilia Carlstedt, who has illustrated for London Fashion Week, W Magazine and Swarovski, have also been created. 

Other campaign elements include POS, magazine and online content created in conjunction with Powered by Nine. 

Creative Credits
 
Creative Agency: BMF
Client: Meat & Livestock Australia
Media Agency: UM
PR: Hausmann Communications

BMF
Managing Partner Stephen McArdle
Executive Creative Director Carlos Alija & Laura Sampedro
Art Director Sian Binder & Carlo Mazarella
Copywriter James Pash & Jonty Bell
Planning Christina Aventi
Director Diamond Dogs
Production Company Photoplay Films
Post Production Cutting Edge
Agency Producer Greg Fyson
Photographer Julie Crespel
Producer Oliver Lawrance
Print Producer Karen Liddle
Art Buyer Basir Salleh

Digital Creative Nev Fordyce
DoP Simon Ozolins
Illustrator Cecilia Carlstedt
Business Lead Bec Morton
Account Director Kelly Howard
Account Manager Samantha Heckendorf
Account Executive Sarah Hood