Lamb ad brings Jesus, Ganesha, Buddha and L.Ron Hubbard together for BBQ

Jesus, Ganesha, Buddha, Aphrodite, Moses and even L. Ron Hubbard make an appearance in an ad for Lamb by Meat and Livestock Australia (MLA).

The campaign features gods, goddesses and prophets from different faiths and beliefs coming together to share a BBQ lamb meal, positioning lamb as the meat more people can eat.

The ad is the latest instalment in the long-running ‘We Love Our Lamb’ brand platform, which aims to promote the meat at key times during the year, including Spring time.

The latest campaign, which was created by The Monkeys, builds on the social commentary the brand has delivered in recent executions, which have sought to promote diversity and inclusion.

Andrew Howie, group marketing manager at MLA, said, “Since the late 1980’s Lamb has proved itself as the meat that brings people together. More recently under the banner of ‘You Never Lamb Alone’ we have continued to push the creative boundaries. In this latest campaign we are showing no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is Lamb.”

Scott Nowell, chief creative officer at The Monkeys, said, “It's a reality of modern Australia that people of all faiths and backgrounds can get along around a table; coming together to celebrate what unites us as a nation. And, Lamb lovers have taught us that we should try to do it more often.”

The integrated campaign includes TV, OOH, digital and social media as well as pr, media partnerships, content marketing and events.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

All by Danielle