Latest MLA Autumn Lamb campaign via The Monkeys introduces The Currency Kitchen

This month Meat & Livestock Australia (MLA) launches its new Autumn Lamb campaign via agency The Monkeys, continuing the brand’s proposition of lamb, the meat that brings people together.

Building on the firmly established You Never Lamb Alone platform, the integrated activity taps into the role lamb plays in unifying Australians of every culture, race, religion, gender, sexuality and ethnicity.

At the heart of the campaign is The Currency Kitchen, a dining event like no other, that allows guests to enjoy a curated lamb dinner and pay for the experience with currency from anywhere in the world.

The Currency Kitchen will feature a diverse collection of top Australian chefs including Nic Wong (Cho Cho San), Analiese Gregory (Bar Brośe), Paul Carmichael (Momofoku Seiōbo), Jacqui Challinor (Nomad) and Ben Milgate and Elvis Abrahanowicz (Porteno), each creating a bespoke lamb menu inspired by their personal background and heritage.

The Currency Kitchen will open to the public in Sydney from Tuesday 16 May and run over the course of five nights, concluding on Saturday 20 May, with money raised going to charity.

Says Andrew Howie, Group Marketing Manager at MLA: “The face of Australia today is made up of a multitude of rich and varied backgrounds, but no matter where you look there’s lamb on the menu. So what better way to celebrate this than by bringing people together in one room to experience the different ways that Australians enjoy lamb. Pay what you like in a currency that means something to you, enjoy some lamb and celebrate getting together.”

Says Scott Nowell, The Monkeys Co-founder and Chief Creative Officer: “Uniting our country and its many different cultures and backgrounds over lamb just keeps getting tastier. This time we take our love of lamb further than the screen and into the kitchen with a culinary experience.”

Supporting the campaign is a media plan developed by UM, which includes a partnership with Pedestrian.TV to engage young Australians and an integrated broadcast strategy across TV, online video, out of home and social media showcasing the 30 second 2016 Spring Lamb content.

Underpinning the campaign will be PR activity via One Green Bean, which will build awareness of The Currency Kitchen and encourage trial and consumption of lamb via recipes and product education.

Lamb lovers can book their place at The Currency Kitchen.

Advertising Agency: The Monkeys

MLA Brand Manager – Lamb: Matthew Dwyer