Aussie Lamb is back to remind the world why Australia, and its delicious lamb, should not be forgotten, launching their annual summer ad campaign and sending some choice letters to world leaders.
The international billboard campaign’ Letters to Leader’ invites leaders from the UK, USA, New Zealand, France, and the republic of Western Australia to head back down under for a lamb barbie.
The humorous messages come on the back of their “The Lost Country of the Pacific” campaign and tap into many topical events and light-hearted rivalries, including a subtle dig about the recent Ashes victory with “Hi England, cooking lamb over some ashes if you’re keen?” Visible in the iconic Waterloo Station.
Invites to other world leaders are hoping to crack a smile, with the US message, ‘Hey Joe, BBQ at my place. Love, that ‘fella Down Under’.’, whilst in France, the billboard reads, ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’.
In New Zealand, the message, ‘Hey Jacinda, BBQ at ours. No need to bring any lamb’, is a gentle reminder to our friends over the ditch where the best lamb really comes from Australian Lamb. Closer to home, the Perth message comments on the ongoing isolation from our state neighbours, ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’.
Graeme Yardy, Domestic Market Manager at MLA says, “Now international borders (and nearly all of our state borders) are starting to open up, we wanted to get our Aussie Lamb message of unity out a bit wider this summer. We hope our Letters to Leaders give people a laugh but also serve as a reminder that Australia is home to the most delicious lamb.”