January 26, 2007 - by Katie Chatfield
Keeping Lamb Fresh
A winning formula is a great thing.
But when it comes to piquing public and media interest, one needs to be anything but formulaic.
This was the challenge for Lamb approaching their third year using Sam Kekovich as the pro-Australian voice for the brand.
The enduring popularity for the Australia Day “rants” by Sam allowed the team to take a bold approach and elevate the campaign way beyond its historical success.
An address to the nation, a national tour, political-style ads and suburban front yards as a medium generated free media at a value of six times the money spent in executing it.
This article is posted in CASE STUDIES
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