I'm not sure what that means. I'm also not sure that using a tumblr site is the most professional way of showcasing this idea.
Since that part of the world has more or less cornered the market, this ad would have been more interesting had it been for America. Australia and New Zealand more or less chowing down on 26 pounds per capita, compared with the U.S.'s 0.88 per capita. So it's kind of weird to preach to the converted.
I would have loved to have seen the recipe booklet on the tumblr site, but after trying to download the pdf for the better part of fifteen minutes, I gave up. I then tried clicking on the individual recipes to see if that would be better but it only took me to another site, The Main Meal, which was equally as buggy. Clicking on "Cajun Lamb ribs," which sounded amazing, took me to a video that would play for two seconds before breaking down. What a let down.
So instead, I'm going to go ahead and include my favorite post-it note tweeting food geek, Alton Brown's recipe for
Roast leg of Lamb with Pomegranate Molasses. It's hella yummy. That's a gastronomic term. Hella yummy.
Client: Meat & Livestock Australia
Media Agency: UM