Summer Lamb Campaign: A Tremendous Uproar

By Hari Yellina
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Photo: Pixabay

Meat and livestock are two types of livestock abundantly found in Australia. With its take on Australia’s isolation during the epidemic, Australia’s annual summer lamb campaign set tongues wagging. However, few people are aware of the complexity of work that goes on behind the scenes. There were many things at play leading up to the broadcast of the television commercial this week, from content concealment to COVID restrictions. According to MLA domestic market manager Graeme Yardy, the advertising took roughly six months to write and prepare, three days to shoot, and three to four weeks to edit.

It is fortunate that the restrictions on shooting have been minimal. Moreover, with the window received this year, the officials still had to do all the checks of people being on set. Everyone had to be double vaccinated and wear masks when the staff was indoors. Nonetheless, the creators were able to have the number of people that they needed. While the television commercial has already aired, the six-week campaign will promote lamb at supermarkets, butcher shops, and restaurants. Also, there are a couple of things pending that might not have made the final cut. This is because writing is a process in which you start with a lot of ideas and narrow them down to the best.

A crucial aspect of the campaign, according to Mr Yardy, is encouraging cooking ideas to consumers. “One of the things we know about lamb is that it’s difficult to cook. People are scared about overcooking it and are unsure what flavours fit with it, so we focus on teaching,” he added. Also, just because cutlets are displayed in the commercial does not mean there aren’t other wonderful cuts like shoulders and ribs that are extremely delicious and can be really good value.

Lamb in the Australian Landscape

Sheep are raised in a variety of regions across Australia, from the desert and semi-arid interior to the high-rainfall districts of New South Wales, Victoria, South Australia, and Tasmania. Western Australia’s southwest section is also a major lamb-producing region. Australian lamb is eaten in over 100 countries across the world. Why? This is because Australian lamb has the ‘all-natural advantage’ and comes in a variety of product lines and cuts. It is grass-fed, pasture-raised, and free of artificial additives and hormone growth promoters, making it a pure product of its natural surroundings.


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