Australia Day Lamb Campaign Most Successful Ever for MLA

Meat & Livestock Australia’s annual Australia Day lamb ad starring Lee Lin Chin running a rescue mission for expats has been hailed as the most successful in the history of the campaign.

This year’s campaign, ‘Operation Boomerang’ produced a 34.4 per cent sales lift versus the weekly average in the week preceding Australia Day and a 39.5pc jump over the weekly average for the week of Australia Day.

The video for the campaign was watched over 5.5 million times, while more than 1200 media pieces resulted in a cumulative audience of more than 404 million.