Meaty marketing insights to make your next campaign sizzle

‘Running with scissors & chewing gum at the same time’: Taking the MLA marketing helm at the height of COVID

When experienced FMCG marketer Nathan Low joined Meat and Livestock Australia in July 2020, the pandemic was creating a constantly changing consumer landscape. Nathan found himself rapidly changing strategies for a business he was still learning about with a team he was yet to meet in person. Find out how he navigated the challenge.

My first big lamb campaign: Raising the stakes, and other unintentional puns

Meat and Livestock Australia is perhaps best known for its iconic annual lamb campaign and it’s a strategy Nathan inherited yet plans to continue noting, “You don’t want to walk away from something that has been so successful for such a long time.”

The hotly anticipated campaign puts the brand in a unique position few others have experienced: each year, consumers are actually waiting to see its ad!

With lamb having been successful in owning Australia Day and BBQ season, the real challenge is to do better each year and continue to cleverly tap into the zeitgeist.

Nathan explains the mechanics of how the big lamb campaign works and how to ensure mass reach feeds back into the path to purchase.

It’s marketers that complicate marketing: How to market less ‘sexy’ FMCG brands with smaller budgets

According to Nathan, marketing is relatively simple and he advises FMCG marketers that the grass on the other side, “isn’t as green as you think.” Despite the perceived scale of the famous lamb campaign, the actual budget behind it is quite small. The key to making dollars stretch is making smart choices and working closely with media agency partners to ensure minimum wastage. He also advises marketers not to be blinded by flashy new toys and to unnecessarily “complicate” marketing.