Livestock

MLA launches spring lamb campaign

By Jamie Salter

Meat & Livestock Australia has launched its spring lamb campaign with renowned Aussie chefs demonstrating the ease and versatility of cooking with lamb.

The Lamb Legends series kicks off with a three-part video series, where top chefs — MasterChef star Hayden Quinn, Mr Wong head chef Dan Hong and Three Blue Ducks chef Darren Robertson — say thank you to a deserving legend by cooking them a tasty lamb meal.

MLA domestic market manager Graeme Yardy said the Lamb Legends campaign encouraged Australians to cook and share a lamb dish with a legend in their own lives.

“At a time when we need it most, the series highlights the positive impact of connecting and sharing a delicious lamb meal with others,” Mr Yardy said.

“The feel-good campaign showcases inspiring legendary stories shared over a quick and easy lamb dish that can be easily prepared at home.

“In order to meet the needs of the evolving consumer during the COVID-19 period, the campaign will provide simple and practical cooking information in an engaging and inspiring way through relevant digital channels.”

The series aims to increase lamb consumption by showcasing a range of diverse cuts and cuisines.

Utilising MLA's Share the Lamb platform, the six-week campaign will appear across digital video, on demand TV video broadcast, YouTube and social channels.

In the series, Mr Hong treats Colombo Social co-founder Shaun Christie-David to his famous grilled lamb forequarter chops.

Social enterprise eatery Colombo Social supports immigrants by providing employment opportunities and supporting their integration into Australia.

“I’m in awe of what Shaun does for everyone, for the community, for asylum seekers, for refugees,” Mr Hong said.

“It’s a small gesture to cook up some lamb chops for Shaun, but it’s nice to give back to someone who gives so much.”

To watch the spring component of the Lamb Legends series visit: www.australianlamb.com.au/lamblegends