The Monkeys Australia win IPA Effectiveness Award for Meat & Livestock Australia campaign

The Monkeys Australia, part of Accenture Song, won a Bronze prize at the prestigious IPA Effectiveness Awards for its outstanding Lamb campaign for Meat & Livestock Australia (MLA). The win was announced at a black-tie gala ceremony in London this evening.

 

In 2020, Australian Lamb consumption was the lowest in a decade. Changing diets, record-high prices and COVID-19 restrictions had extinguished lamb consumption occasions, especially BBQs. To counter this for summer 2021, Meat and Livestock Australia challenged The Monkeys Australia to put lamb back into public awareness, justify its price premium, prompt purchase, and reignite the nation’s love for lamb.

Acknowledging that COVID-19 travel restrictions were fuelling interstate rivalries and border wars and building on the insight that eating lamb was often a more shared experience than consuming other meats, The Monkeys Australia set about on a great reunification by subverting ‘the ridiculousness of divisive border parochialism’ and celebrating how Australians were better together, united by their taste for lamb.

With its lowest budget in a decade, but needing to reach the whole nation during a six-week campaign, The Monkeys Australia decided on a three-phase creative and media strategy that would drive brand fame and unite Australians in spirit, conversation and ultimately over lamb BBQ’s. This was achieved through a short film depicting a fictional future Australia, launched on digital and social channels and followed up with TV edits, to extend reach across national broadcasters. This was coupled with a series of OOH posters touring state borders and parliament buildings satirically depicting warring premiers united over a succulent lamb cutlet.

With no targets spared from ridicule, the campaign tapped into the uniquely Australian characteristic of poking fun at each other and endeared lamb to all Australians with a much-needed laugh after the most un-Australian year ever. The results were remarkable.

Other key results:

• ‘Willingness to pay more’ for lamb increased 2% – double the campaign target
• Volume sales increased by a massive +13% compared with 2020
• Awareness of lamb shot up by 9% – 350% higher than the target
• The full two-and-a-half minute film became Australia’s No.1 trending YouTube video with over 10 million views
• Incremental 924,100kg of lamb was put on Australian dinner tables

Says Harjot Singh, convenor of judges and global chief strategy officer at McCann: “Congratulations to The Monkeys Australia for winning Bronze at this year’s IPA Effectiveness Awards. During extremely challenging times they developed a strategy that struck a chord with the Australian public and delivered outstanding results.”

Says Angelique Waker, director of brand and marketing Effectiveness, Bupa (UK) and client judge, IPA Effectiveness Awards: “A fantastic example of creativity that really tapped into a political moment in quite a challenging way.”

Acknowledged as the world’s most rigorous and prestigious Awards scheme, the IPA Effectiveness Awards require winners to demonstrate the value created by their marketing and communications activity.

In total, eight Gold, seven Silver and 13 Bronze prizes, along with 10 Special Prizes, were awarded to companies from the UK, USA, Australia, Canada and Chile across Not-for-profit and Global, Regional and Single Market categories.

The night’s top prize, the 2022 IPA Effectiveness Awards Grand Prix was won by VCCP for its ‘There’s a glass & a half in everyone’ campaign for Cadbury, which drove a 22% increase in annual sales value, helping Cadbury grow annual revenues to be £261m higher in 2021, compared to 2017.

Sixty cases were entered into this year’s Awards and evaluated by client, industry and technical judging panels, overseen by chair of judges, salesforce president and chief strategy officer, Gavin Patterson, convenor of judges, global chief strategy officer at McCann, Harjot Singh and deputy convenor, chief strategy officer at Ogilvy, Jo Arden.

All winning case studies are available to download from the IPA website or from WARC. The 2022 IPA Effectiveness Awards are sponsored by Google, System1, Thinkbox, The B2B Institute at LinkedIn and WARC.

Full list of 2022 IPA Effectiveness Awards Winners:

Special Prizes:

Grand Prix:

• Cadbury, Mondelēz by VCCP – Cadbury – “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes

The Channon Prize for Best New Learning:

• Tesco by BBH and MediaCom – From serving shoppers to serving the nation

Best B2B:

• PERGRAPHICA©, Mondi by True – From pushing paper to pulling on heartstrings

Best Demonstration of Purpose (For-Profit):

• Cadbury, Mondelēz by VCCP – Cadbury – “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes

Best Demonstration of Purpose (Not-For-Profit):

• SickKids Foundation by Cossette – Delivering Transformational Growth. SickKids VS The Greatest Challenges in Child Health

Best Small Budget:

• Sandy Hook Promise by BBDO NY – Back-to-School Essentials

The President’s Prize for Behavioural Change:

• ITV and VegPower by adam&eveDDB – Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem

The Broadbent Prize for Best Dedication to Effectiveness:

• McDonald’s

Effectiveness Company of the Year:

• adam&eveDDB

Effectiveness Network of the Year:

• OMD Group

Gold winners:

Not-for-profit Entries:

• SickKids Foundation by Cossette – Delivering Transformational Growth. SickKids VS The Greatest Challenges in Child Health

Regional Market Entries:

• Aldi UK by McCann Manchester and UM Manchester – Kevin versus John – How a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown

Single Market Entries:

• Cadbury, Mondelēz by VCCP – Cadbury – “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes
• ITV and VegPower by adam&eveDDB – Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem
• KFC, Yum! Brands by Mother and Mindshare – KFC: ‘The Right Way’ to rebuild a brand
• McDonald’s by Leo Burnett London and OMD UK – How We Got Customers Lovin’ It And Kept Them Lovin’ It, No Matter What.
• McDonald’s by Wieden + Kennedy New York – Famous Orders – How McDonald’s created a new generation of fans
• Schmackos, Mars Petcare by adam&eveDDB – Sales Go Wacko For Schmackos

Silver winners:

Global Market Entries:

• Baileys, Diageo by craig + bridget and Mother – The pleasure dividend

Not-for-profit Entries:

• Sandy Hook Promise by BBDO NY – Back-to-School Essentials

Single Market Entries:

• Boursin, Bel by Spark Foundry – From the Christmas Cheeseboard to the Summer Picnic Blanket
• Cazoo by Engine and Cazoo – Cazoo – The art of instilling confidence
• Long Live The Local, British Beer and Pub Association by Havas London and Havas Media – How the many changed the mind of an audience of one
• Tesco by BBH and MediaCom – From serving shoppers to serving the nation
• Waitrose & Partners by adam&eveDDB and Manning Gottlieb OMD – Making Purpose Taste Good

Bronze winners:

Not-for-profit Entries:

• Census 2021, Office for National Statistics by M&C Saatchi and Manning Gottlieb OMD – The Power of Us; Involving Everyone in Census 2021
• Médecins Sans Frontières UK by M.i. Media – How smart media investment delivered transformative change for MSF

Regional Market Entries:

• PERGRAPHICA®, Mondi by True – From pushing paper to pulling on heartstrings

Single Market Entries:

• Barclays by BBH – Purpose Pays: The Next Chapter
• Cherries from Chile, ASOEX A.G. (Chilean Fresh Fruit Exporters Association) by ASOEX – Enjoying the Red Moment in China with Chilean Cherries
• Domino’s by VCCP – The hills are alive with the sound of pizza
• Dove, Unilever by Ogilvy UK – Taking on taking selfies. How Dove continues to deliver business value through social impact
• eve Sleep by Creature – Helping the nation switch off with eve Sleep
• Hargreaves Lansdown by McCann Demand – Robbing the bank – Turning the nation’s savers into investors
• Lamb, Meat & Livestock Australia by The Monkeys Australia part of Accenture Song – How ‘Make Lamb, Not Walls’ made history for MLA
• Rugby League World Cup 2021 by McCann Manchester and UM Manchester – RLWC2021: How togetherness sold tickets in lockdown Britain
• Vodafone by Grey London – Curated inconsistency: how being inconsistent helped Vodafone Ireland reboot its broadband business
• Volkswagen by adam&eveDDB and PHD Media – Fuelling the future: How advertising helped fund the re-engineering of Volkswagen