30% of Australians are more likely to purchase lamb after MLA summer campaign, according to YouGov

YouGov on Meat & Livestock Australia (MLA) Summer Lamb Campaign

Meat & Livestock Australia’s (MLA) ‘Generation Gap’ Summer Lamb campaign was launched earlier this month, January 2024.

Meat & Livestock Australia’s (MLA) recent annual Summer Lamb Campaign has reportedly influenced 30% of Australians to consider purchasing lamb, according to recent data from Market research and data firm YouGov.

See also: “Provocation is the sweet spot” MLA’s Graeme Yardy on the enduring success of the Lamb campaign

The campaign, launched earlier this month, focussed its trademark tongue-in-cheek tone on bridging the generational divide, playing off the differences between Gen Z, Millennials, Gen X, and Baby Boomers. YouGov reports 32% of viewers from all age groups expressed an increased likelihood of purchasing lamb after watching the commercial.

YouGov’s revealed that the advertisement resonated particularly well with the younger generations. Both Gen Z and Gen X respondents, at 74%, found the ad appealing, while Millennials were slightly less enthusiastic at 69%. Baby Boomers were the least likely to be captivated, with 61% expressing appeal.

YouGov x MLA Summer Lamb campaign - Do the generations find this ad appealing

Despite finding the ad less appealing, Millennials emerged as the generation most likely to translate their positive sentiment into action. 38% of Millennials claimed they would now be more inclined to buy lamb, compared to 44% who reported no impact.

YouGov on MLA Summer Lamb campaign - Are the generations more likely to purchase lamb after viewing the ad

Gen X also demonstrated a notable influence, with 36% expressing an increased likelihood of purchasing lamb post-viewing, while 51% remained unaffected.

In contrast, Gen Z and Baby Boomers displayed lower inclination, with 29% and 27% respectively stating they would be more likely to purchase lamb. A majority in both groups (56% for Gen Z and 61% for Baby Boomers) asserted that the advertisement would have no bearing on their purchasing decisions.

The data showed Millennials to also be the demographic that found the ad most personally relevant, with 62% expressing such sentiment. Gen X followed closely at 57%, while Gen Z and Baby Boomers reported relevance at 53% and 50% respectively.

YouGov x MLA Summer Lamb campaign - Do the generations find this ad relevant

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