LAMB, the Monkeys and MLA have won big at the prestigious Australian Effie Awards with the ‘Generation Gap’ campaign, that has also been a winner with consumers.

One of the 2024 summer’s most popular and viral advertisements – the Australian Lamb “Generation Gap” campaign – has won six awards at the awards.

The advertisement was a collaboration between Meat & Livestock Australia and The Monkeys advertising agency, which are part of Accenture Song, and also won gold as part of its haul of awards last week.

The Effie Awards celebrate outstanding advertising effectiveness, recognising the best campaigns that deliver measurable results. The Effie Awards highlight the connection between creativity and performance, rewarding campaigns that have demonstrated their ability to drive successful outcomes for their clients.

MLA’s general manager for marketing and insights Nathan Low said the awards are recognition of the work MLA’s marketing team and The Monkeys do each year to deliver entertaining and insightful campaigns that lift the profile of Australian red meat and deliver outcomes for producers.

“Lamb is well known for being the great unifier and The Monkeys and MLA work together to realise that vision every year in creative and entertaining ways,” Mr Low said.

“MLA makes these investments for the benefit of our stakeholders, so these wins at the Effie Awards are recognition of the effectiveness of our advertising in delivering demonstrable results.

“MLA will continue to use insights and data to inform our ideas, striving to create effective marketing programs that exceed our targets and deliver returns for producers and the wider red meat industry,” he said.

MLA said the highlight of the awards presented to the Generation Gap campaign was winning the Colin Wilson-Brown Chairman’s Award, that is awarded in recognition of consistent commitment to exceptional quality and marketing craft.

The full three-minute version of the 2024 Generation Gap campaign ad surged to 24.8 million views across all social media channels, more than doubling the previous record set the year prior.

In the six-week campaign period this year, according to Nielsen Homescan:

Total purchase volume increased by 18.9 percent above last year

An average of two Lamb shopping trips were made vs 1.6 last year

Purchase volume per trip increased by 9pc above last year

The Generation Gap campaign has also improved the Australian Lamb brand’s equity measures over time – with consumer affinity, total Lamb communications awareness, and perception that lamb is ‘worth paying more for’ at the highest levels since 2016, MLA said.

The awards received by the campaign include:

Australian Effie Awards: 2024 Summer Lamb Campaign – The Generation Gap

Gold – Colin Wilson Brown chairman’s award

Silver – Food and Beverage Brands category

Silver – Insight and Strategic Thinking category

Silver – Short Term Effects category

Silver – Long Term Effects category

Bronze – Return on Investment category

Source – MLA.