Meat and Livestock Australia’s Australia Day Lamb advertising campaign called “Richie’s BBQ” featured Australian icons such as Captain Cook, Ita Buttrose and Ned Kelly alongside the late Richie Benaud. The ad was recently awarded the Australian Creative Excellence Showcase (ACES) Awards which recognises outstanding creativity in screen advertising.

Running over two weeks, the ad was aired 732 times on commercial television with a reach of 6.6 million viewers. It was viewed more than 1 million times. 

Read our Meat and Livestock Australia case studies online.