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The Collamboration

In recent years, MLA’s Spring Lamb campaign has leveraged Spring fashion to promote lamb as a fresh and stylish meal option.

This year’s campaign takes a tongue in cheek look at the similarities and contrasts between the food and fashion worlds, with a ‘collamboration’ between a chef and a designer.

Fashion designer Leona Edmiston and chef Ben O’Donoghue worked together to create a recipe collection inspired by the latest Spring fashion trends. These were then published in a free magazine, CHOP TIL YOU DROP.


The campaign launched with a TV commercial that brings to life the playful creative chaos caused by these two worlds colliding.

Other campaign elements include a website with extended 90” version of the commercial, posters, POS, magazine, and online content created in conjunction with Channel 9. 

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