Meat & Livestock Australia has kicked off a fashion-themed campaign to promote lamb with the tagline "Lamboutique".
Created by BMF, the campaign saw a number of butcher stores turned into high-end fashion boutiques, or Lamboutiques, using window displays, glossy shopping bags, designer aprons, paper and point-of-sale materials.
The campaign also includes a television commercial, posters, print and online ads, as well as fashion shots of models "posing with the latest sizzling lamb styles".
