‘You Never Lamb Alone’ – Meat & Livestock launches new Lamb campaign via The Monkeys

Meat & Livestock Australia (MLA) is bringing Australians together this spring with a new campaign, ‘You Never Lamb Alone’, the first work for lamb by The Monkeys since winning that slice of the business from long-term incumbent BMF.

The TVC shows a mum who unknowingly collects a following of people on the way home from the butcher after buying a selection of lamb cuts for dinner.

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“Spring is a time when Australians cast aside their winter clothes and venture back out into the sunshine. They love a get together and when lamb is on the menu, people appear out of the woodwork,” says Michael Edmonds, general manager global marketing at MLA.

Directed by The Glue Society (represented by Revolver), the commercial represents the first phase in an integrated campaign that unites Australians by reminding them that lamb is best when it’s shared.

Says The Monkeys ECD Scott Nowell: “You never lamb alone. That’s the rule.”