Meat & Livestock Australia’s (MLA) ‘We Love Our Lamb’ campaign will partner with Sydney’s Mardi Gras Parade next month to promote inclusiveness.
The partnership will see a ‘We Love Our Lamb’ float in the Mardi Gras Parade on 4 March, featuring a digital billboard that will allow all Australians, regardless of where they are, to be a part of the Mardi Gras parade.
To join the celebration, people simply need to learn the “lamb dance” and upload a video of them performing all or part of it on the We Love Our Lamb Facebook page.
MLA Group Marketing Manager Andrew Howie said the partnership interatcive float is yet another way the partners are promoting inclusiveness.
“This unique feature of our participation is in keeping with the lamb brand of bringing everyone together in celebration…Plus, it’s not a party without lamb on the menu,” he said.
MLA hope the partnership will build on current promotions, and see lamb at the forefront “as the dish that bring Australians together” with a “growing demand”.
“Ultimately, like MLA’s recent marketing activities for lamb, this partnership is about continuing to expand the reach of lamb to more Australians and consumers,” Mr Howie said.
“[We’re] continuing to make lamb relevant to a diverse, modern Australia in order to grow demand and increase returns to levy payers.”
MLA’s Spring and Summer campaigns of unity were highly successful in reaching new audiences, with more than 14 million views of the advertising materials across the two campaigns and over 153,000 shares of the content through social media channels.