What were they thinking; the new Lamb Ad deserves a thorough “Lambasting”

By - CTL
February 5, 2020

By Marcus Honesta

Summer Lamb Campaign 2020

Just when you thought it couldn’t get any worse, Meat & Livestock Australia have found a new low in creative communications. Their latest ‘Lambalytica’ campaign is not only difficult, sinister and invasive, it also preys on the community’s worst fears regarding the dark nature of the internet. Big brother is watching.

It is has no joy. Also missing are a genuine product benefit and reason to believe, two essential ingredients in the making of any advertisement that has aspirations of greatness. Worst still it has no appetite appeal what so ever.


By employing the worst of the nets invasive tools it tricks people into using lamb. A dark and covert operational force is spying on everyone via their mobile devices and using cookies to brainwash them.

What next? The “Andes Plane Crash Cookbook” bought to you by The Australian Meat and Livestock Limited.
In an Ill conceived and poorly thought through “snow storm” otherwise known as “spin doctoring”, the Meat & Livestock Australia Limited issued the following justification for the drivel they approved.

“Meat & Livestock Australia’s (MLA) annual summer campaign for Australian Lamb has launched, urging Aussies to look up from their screens and share the Lamb.

The integrated campaign utilises the ‘Share the Lamb’ brand platform and sets out to remind a tech-obsessed nation, distracted by their phones, screens and social media, to seek out real life connections and unite over delicious Aussie Lamb.

The long-form advert shows an elite ‘Lambalytica’ team disrupting people’s devices to bring them together face-to face. From a couple who spend more time looking at their phones than each other, to a teenager gamer glued to the TV, Lambalytica taps into the screens of unsuspecting Aussies and redirects them to an epic lamb barbie offline.


With Aussies spending more time online than face-to face, Australian Lamb is the catalyst to awaken the nation and celebrate real connection through the power of sharing Lamb over summer. Time to prepare and cook meals has become a constraint for many consumers and as cooking and share meal times diminish, the campaign aims to ensure lamb’s relevance by highlighting the emotional need to come together, connect and contribute to the best form of cultural expression, cooking and eating together with lamb.

The broader campaign also includes in-store, product-focused point-of-sale materials, outdoor advertising, social media, digital displays and in-store radio”.

By the time the sell part appears I suspect viewers are so confused that any positive message will fall on def ears.

In what should be a totally unnecessary explanation if the ad was well conceived and properly thought through, the Executive Creative Director at The Monkeys, Vince Lagana said: “The ongoing conversations surrounding social media platforms and privacy have made us even more aware of the influence our devices have on us daily. We wanted to flip that on its head in true Lamb fashion. So, in this campaign, ‘Lambalytica’ taps into the very devices that keep us apart to bring Aussies together for the ultimate social feed – a Lamb barbie.”

Are we too in the future to expect a full disclaimer and press release at the bottom of every new ad explaining its creative objectives and rationale?

Surely the ad should be able to speak in the ad itself. That’s what great ads do. Have you seen any lately?


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