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New Australia-land

Industry: Food
Style: Minimalism
Why is this work relevant for PR?

This campaign was designed to get people, and the media talking. Our summer Lamb campaign has been Australian advertising’s one ad Super Bowl, with the public eagerly awaiting the annual instalment. For over a decade the campaigns have made the news, sparked controversy, caused international tensions and most importantly, got people talking about Lamb. This year’s campaign was no different, with a Hollywood actor, a Prime Minister and two national airlines talking about the campaign, leading to it earning over 300 million media impressions in a country of just 24 million people. All done with a relatively small media budget.


Australian Lamb has always been about bringing people together. For the last decade, we’ve done this through iconic campaigns promoting people coming together on Australia Day. These campaigns have become an institution and the annual instalment is eagerly awaited. But with debate over Australia Day being on the same date Britain invaded Australia, a national team cheating at sport and an inability to keep a Prime Minister, we had to find a new way to get people to unite, thereby making Lamb the #1 meat choice for Aussie BBQers this summer.

Describe the creative idea (20% of vote)

Australian Lamb has always been about unity. So, when Australia was running into trouble, we noticed that New Zealand was doing ‘Australia’ better than Australia. Leading the way with their world-renowned and charismatic Prime Minister, Jacinda Ardern. Australia and New Zealand have a long-standing friendly rivalry, largely caused by Australia stealing New Zealand’s best stuff – desserts, racehorses and celebrities, plus a few accent jokes and a dubious underarm cricket incident in 1981 thrown in for good measure.

So, we decided to put the friendly rivalry between our two nations in the past and asked New Zealand to join us, proposing that we unite to create a new country: New Australia-land. Exchanging everything great about New Zealand, like their Prime Minister, for our Australian Prime Lamb - now that’s a fair-trade agreement.

Describe the PR strategy (30% of vote)

Our target audience were proud Australian BBQers, and to them, suggesting that Australia unites with their friendly rival NZ was like suggesting that Mexico and the USA merge.
This provocative thought was guaranteed to drum up a conversation. And with the recent issues, Australia had been facing already causing a stir online, us referencing these in our campaign incentivised people to talk about our proposal to merge with New Zealand in order to solve the issues.

By adding in carefully crafted references to our film that were designed to get a response from the media plus people like Jacinda Ardern and Russell Crowe, the stage was set for the overwhelming response that followed.

By centralising all the references we wanted people to respond to in a single film, we ensured it received maximum coverage and all the intended people saw it.

Describe the PR execution (20% of vote)

We released our 2-minute film showing Aussie politicians meeting some Kiwis in the Tasman Sea and enticing them to join us; offering up our prime Lamb in exchange for their Prime Minister. Within days we got a response, with Jacinda Ardern politely declined our offer to be the leader of New Australia-land on national TV & Hollywood A-lister Russell Crowe reacted to a cameo of him.

In the following week, the idea spread further with Tourism New Zealand, the national airlines of both countries & an Australian brewery among the brands wanting to join New Australia-land, talking about our campaign & spreading Lamb’s message of unity.

With everyone getting behind the campaign, we decided to host a celebration BBQ in the Tasman Sea, inviting key figures who had responded to the campaign to the event and offering up tickets for the general public who were talking about it.

List the results (30% of vote) – must include at least two of the following tiers:

Tier 1:
The campaign received widespread media coverage, featuring in 1,191 media outlets, receiving 7,881,079 views and earning 334,731,189 media impressions, in a country of just 24m people.
Tier 3:
So far, we increased sales 11%, with the impact of the campaign causing this number to be still rising.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze PR
Food & Drink
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