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January, 2024

MLA’s summer lamb campaign: YouGov tests a generational hit or miss?

Meat & Livestock Australia’s (MLA) latest annual Summer Lamb Campaign released earlier this month might have resulted in one-third of viewers claiming they’re more likely to purchase lamb after watching the ad, yet the differences between the demos is stark.

The latest ad creative playfully addresses generational differences by separating the demographic cohorts by an impossible to cross physical chasm. According to YouGov data, the campaign has been generally well-received, with 32% of viewers claiming they were more likely to purchase lamb after watching the commercial.

More resonance could be seen with 74% of Gen Z and Gen X viewers finding it appealing, versus 69% of Millennials. Despite finding the ad less appealing, Millennials were the most likely to say they would now buy lamb (38%), compared to 44% who said they were unaffected. Gen X members followed closely, with 36% saying they would be more likely to buy lamb meat after seeing the advertisement, while 51% said they were unaffected.

Yet the youngest and oldest cohorts were largely unmoved. Less than three in ten Gen Z (29%) and Baby Boomers (27%) said they’d be more likely to buy lamb meat. Baby Boomers were overall the most unimpressed by the ad, with only half of Baby Boomers finding the ad relevant to them. The ad was found to be personally relevant to 62% of Millennials, followed by 57% of Gen X and 53% of Gen Z.

The study was conducted online between 11-15 January 2024, with a nationally representative sample of 1,010 adults (aged 18+ years) in Australia.


YouGov survey Jan 24