‘Crackin’ Spot!’: A Look At Australia’s Most Anticipated Ad

Meat and Livestock Australia’s annual lamb ad has become something of a tradition. Group marketing manager Andrew Howie–the self-described “bit of a maniac”–explains how his team keeps it fresh.

“Crackin’ spot. Fire up the barbie.”

Whether it’s Lee Lin Chin launching a covert operation to rescue Aussie ex-pats from a lamb-less lunch, “Lambassador” Sam Kekovich’s scorching rebukes of “unaustralianism,” or Adam Gilchrist suggesting a game of cricket in Australia’s sprawling backyard, the annual Australia Day lamb ad has become something of a tradition. And the latest installment, chock-full of cultural sizzle and dripping with political satire, is no exception.

For this episode of The CMO Show, Andrew Howie, Meat and Livestock Australia’s group marketing manager, took us behind the scenes of Australia’s most anticipated marketing campaign. With a secret sauce that balances grit and giggles, challenges conservatism, and celebrates nationalism to create real cut-through, Howie said bravery and honesty keep MLA’s campaigns fresh–and the audience coming back for more.

Take a look for yourself:

“The only way you can disrupt that or you can stop people from just doing the same stuff is to make them feel a bit uncomfortable or do something that’s out of the ordinary,” he said. “That can be in the form of controversy or saying something that people don’t normally say, or showing them something that they don’t normally see.”

Listen along to learn how collaboration can lead to the best amplification opportunities, why you’ll never lamb alone, and plenty of meaty ideas to sink your teeth into.

The CMO Show is a podcast about brand storytelling and the future of marketing. To listen to previous episodes, visit the website or follow along on iTunes or SoundCloud.