Lamb legends to encourage festive buying

New festive campaign for lamb featuring iconic Aussie chefs

Sheep
CHRISTMAS CAMPAIGN: MasterChef Australia's Elena Duggan and sustainable farmer Anika Molesworth are part of a campaign promoting lamb for Christmas.

CHRISTMAS CAMPAIGN: MasterChef Australia's Elena Duggan and sustainable farmer Anika Molesworth are part of a campaign promoting lamb for Christmas.

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After the success of Australia Day lamb campaigns, MLA has set its sights on Christmas.

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LAMB could be on the table this Christmas if Meat & Livestock Australia has success with its latest campaign.

This follows on from the successful Lamb Legendsseries, with new content featuring iconic Australian chefs cooking delicious lamb dishes for local legends in the lead-up to the Christmas holiday period.

The campaign features MasterChef Australia star Elena Duggan treating sustainable farmer Anika Molesworth to a Moroccan lamb roast and top chef Mitch Orr grilling lamb loin chops for Find A Bed founder Erin Riley.

MLA domestic market manager Graeme Yardy said the campaign was designed to put Australian lamb front and centre in the lead up to Christmas - using tasty and celebratory lamb dishes to inspire people to cook lamb across the festive season.

"There is no better way to enjoy Aussie lamb than to share it with our closest friends and families," Mr Yardy said.

"This is a key occasion when people get together and other proteins are traditionally featured throughout the festive season.

"This provides an opportunity for lamb to disrupt the seasonal norm and encourage Australians to enjoy the season with lamb instead.

"We are continuing the successful Lamb Legends series that started earlier this year, and we will again acknowledge the work of some local legends to inspire others and to show how to enjoy lamb at home."

The campaign will use the 'Share the Lamb' platform across four weeks in the lead-up to Christmas, demonstrating lamb as an easy and versatile meat option, appearing across digital video, on-demand TV video broadcast, YouTube and social channels.

MLA will also be running a social competition on Facebook and Instagram.

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Consumers will nominate a lamb legend in their life for a chance to win a lamb meat tray from their local butcher. with winners to be drawn from across the country.

The lamb legends will include the co-founder of Farmers for Climate Action, Ms Molesworth, who grew up on a sheep station near Broken Hill, NSW, and was named 2015 Young Farmer of the Year and a 2017 Young Australian of the Year finalist.

She will be dining with Ms Duggan, a champion of fresh ingredients.

For Ms Duggan, lamb has always been a dish for celebrating special people and moments.

"My nan's roast lamb is the hero centrepiece every Christmas, so I always associate lamb with bringing loved ones together," she said.

Ms Riley started Find A Bed during the height of the 2019-20 bushfire crisis, after she spotted evacuees sleeping in cars and realised she could match homeowners with those who needed a place to stay.

"I started a very simple website in under an hour, with just two buttons 'I have a place' and 'I need a place'," she said.

"It was all very low tech, but within a day we had over 100 people registered to host people and requests for places to stay began flowing in."

She said they have now helped almost 1000 people find accommodation over the course of the bushfire season and COVID-19 pandemic.

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