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#News: AUSTRALIAN LAMB – Using “Roasted Lamb” to Bridge the Generation Gap

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In Australia, the problem of generation gap is becoming more and more serious, seemingly impossible to solve. Misunderstandings and similarities between generations, from Baby Boomers to Gen Z, they all come from different perspectives and lifestyles. Choosing an extremely painful and “difficult” issue, Australian Lamb has shown a deep understanding of customers through an attractive two-minute film in a humorous and touching way.

Let’s explore with Aurora how the “smell of roast lamb” brings these generations closer together!

1. Context

Australian Lamb is a food brand in Australia. In this campaign, the brand points out the generation gap that divides Australia into many different parts. An interesting two-minute film made by The Monkeys, showing two typical generations: Gen Z and BabyBoomers – opposing generations separated by a chasm

What makes the generation gap in Australia increasingly serious?

“Pop culture would have us believe that generations are actually different. Clearly, Boomers can’t master the basics of technology while Zoomers spend hours TikTok dancing, Millennials spend too much money on avocado toast and craft beer,” Graeme Yardy, Director of Internal Markets Local at Meat and Livestock Australia said.

Scott Dettrick, Creative Director at The Monkeys, added: “With growing differences in wealth, attitudes and communication styles, the generation gap in Australia is more acute than ever. The various disappointments throughout the year leave each generation looking for someone to blame. However, when you dig deeper, what divides us is attitude, not age.

2. Analysis: The Generation Gap – Generations have more in common than we think!

The film, co-directed by Aimée-Lee Xu Hsien and Trent O’Donnell, depicts each generation in the worst version of themselves – until BBQ lamb comes along to remind Australians of all ages that they have more in common than the things that divide them.

  • “At least we can agree on something” – Grilled lamb successfully narrows the generation gap
  • And then, Boomers realized that being a young person in Australia is not easy
  • Gen Z must also admit that being an older person is equally difficult
  • It’s good that we are closer together!
  • Adds Scott Dettrick, Creative Director at The Monkeys also said: “Maybe if we just go eat BBQ lamb and chat, we can find out that grandpa is really cool, or all the things that this generation It is also extremely useful for Millennials to know.”

3. “Contemplative Case” – The brand that cleverly solves problems

Young people are increasingly confident and bold in sharing their opinions. Due to receiving new cultures and information, mindset will also change and form different perspectives compared to previous generations: Boomers, Gen X, Millennials…

The generation gap is always a painful problem that every brand wants to solve. Today’s younger generation often has their own perspectives and values, and a brand linking its product to an important customer issue can create a stronger connection. This campaign creates an opportunity for the brand to express its social vision and support reducing the generation gap through cuisine and products that are integrated in a quite natural way: Eliminate the gap, enjoy together – Not only does it help resolve arguments between generations, but it also encourages people to share the joys of life together -> Enjoy grilled lamb together.

The brand skillfully and delicately expressed emotions as well as the story of connecting across generations through cuisine. Overall, this campaign is very effective in attracting attention and creating emotions for customers.

However, there is one point I think can make the campaign more effective: Create many shorter versions of the video to optimize usability – Run bumper ads, easy to share and receive on platforms social media and create more opportunities to reach customers.

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This is also an extremely useful sharing by Ms. Ngoc Anh – Creative Account at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, analyze and Improve understanding of the creative advertising industry.

Learning from the success of top campaigns is always an effective way to help marketers and brands gain deeper insight into the industry, consumers and markets. If you have any ideas or opinions about the article, don’t hesitate to send an email to: hello@auroravietnam.co!

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Reference: Australian Lamb Closes a Chasm of a Generation Gap in New Campaign