Australian LambClient
In the Kitchen WithProject
OGB - SYD
In the Kitchen With
Australian Lamb needed to inspire a younger generation to cook lamb more often by making it feel approachable, relevant and achievable for everyday meals. While recipe content performs well on social, much of it can feel polished and intimidating, reinforcing the perception that lamb is reserved for special occasions.
The goal was to show that lamb is a versatile ingredient that can be enjoyed across Australia's diverse food cultures, while creating content people genuinely wanted to watch and share.
We created In the Kitchen With, a social-first series featuring charismatic grandparents from multicultural backgrounds sharing their favourite family lamb recipes, cooking traditions and stories. Each episode combined authentic personalities, cultural insights and practical recipes, making lamb feel both inspiring and accessible for everyday home cooks.
The long-form conversations were transformed into a suite of entertaining short-form videos designed for organic social, encouraging audiences to engage, share and join the conversation.
Watch the series here!
The series generated more than 30 million video views and 120,000 engagements, becoming one of Australian Lamb's strongest performing organic content platforms. Beyond the numbers, audiences celebrated the series' authenticity, with comments such as "Whoever is doing your marketing needs a raise 😅", demonstrating the campaign's ability to build genuine brand affinity while making lamb more relevant to younger Australians.