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Australian Lamb Sends Letters to World Leaders Via International Billboards

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International billboards from The Monkeys invites leaders down under with a humorous message

Australian Lamb Sends Letters to World Leaders Via International Billboards

Following the launch of the annual Australian Lamb summer ad, The Lost Country of the Pacific, Aussie Lamb are back to remind the world why Australia, and it's delicious lamb, should not be forgotten.  

The international billboard campaign ‘Letters to Leaders’, invites leaders around the world, and even WA Premier Mark McGowan, to head back down under for a lamb barbie. The series of humorous messages have launched in major cities around the world and will be in London, New York, Paris, Auckland and Perth until Sunday 30th January.  

Tapping into topical events and light-hearted rivalries, the UK billboard takes a subtle dig at the recent cricket score, ‘Hi England, cooking lamb over some ashes if you’re keen?’. 

Invites to other world leaders are hoping to crack a smile, with the US message, ‘Hey Joe, BBQ  at my place. Love, that ‘fella Down Under’.’, whilst in France the billboard reads, ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’. 

In New Zealand, the message, ‘Hey Jacinda, BBQ at ours. No need to bring any lamb’, is a gentle reminder to our friends over the ditch where the best lamb really comes from. Closer to home, the Perth message comments on the ongoing isolation from our state neighbours, ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’. 

Graeme Yardy, domestic market manager at MLA says: “Now international borders (and nearly all of our state borders) are starting to open up, we wanted to get our Aussie Lamb message of unity out a bit wider this summer. We hope our Letters to Leaders give people a laugh, but also serve as a reminder that Australia is home to the most delicious lamb.” 

Look out for the Australian Lamb Letters to Leaders billboards from now until Sunday 30th January 2022 in London (UK), New York (USA), Paris (France), Auckland (New Zealand) and  Perth (Australia). To find out more about the campaign visit here

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Client: Meat & Livestock Australia

General Manager: Marketing and Insights

Domestic Market Manager: Graeme Yardy

Campaign Consultant: David Rebetzke

Assistant Brand Manager: Krystina Batt


Creative Agency: The Monkeys, part of Accenture Interactive

Group CEO and Co-Founder: Mark Green

Managing Director: Matt Michael

Group Chief Creative Officer and Co-Founder: Scott Nowell

Chief Creative Officer: Tara Ford

Creative Director: Scott Dettrick

Creative team: Emmalie Narathipakorn and Seamus McAlary

Head of Production: Penny Brown

Senior Producer: Katie Bassett

OOH Producer: Alex Watson

Business Strategy Director: Kit Lansdell

Business Lead: Topher Jones

Senior Business Director: Fizzy Keeble

Senior Business Manager: Mitchell Bevan

Design Lead: James Halliday


Media agency: UM

Senior Client Director: Hayley Pyper

Client Director: Laura Ellis

Senior Trading Manager: Shannen Clout

Partnerships Trader: Joshua Coles

Strategy Director: Cameron Roberts

Strategist: Maddison Thompson

Integrated Planning Director: Monique Chirgwin

Senior Integrated Planner: Andrew Harris

PR Agency

PR Agency: One Green Bean

Categories: Food, Meat & Fish

The Monkeys, Mon, 31 Jan 2022 09:18:23 GMT