Australian Lamb: We love our lamb - IPA Effectiveness Awards Case Study 2004

Brief Description: The objective of the 'We Love our Lamb' campaign in 2001/2002 was to drive consumer demand for lamb and provide lamb producers a significant return on a modest advertising investment. The campaign enabled the value of the Australian domestic lamb industry to grow 17.4%, at a time of serious drought, when supply was down. Consumer expenditure on Lamb increased $173m above the prediction. The $2.4m marketing budget delivered a remarkable seventy-fold return on investment to the Australian Lamb industry ;---(TAGS)--- Full Title: We love our lamb - how staying true to a long term strategy in tough market conditions delivered a seventy-fold return on investment ; Number: 2004/40 ; Brand Name: Australian Lamb ; Client: Meat & Livestock Australia ; IPA_ProductCoding: Food (Meat - fresh, canned, frozen) ; Agency: BMF Advertising (Australia) ; Author: Samantha Reading, Karen Judson ;