Lamb with your tennis?

Meat and Livestock Australia became part of the Australian tennis open

It's often said that the best TV ads are as good as the programmes that separate them. Meat and Livestock Australia's ads are so good that viewers now actively look forward to its lamb promotion each January.

In 2008 it took advantage of this fact and turned the tables on broadcasters. Instead of booking a standard schedule it asked broadcasters what they would do to win access to its content. The result was unprecedented integration

Meat and Livestock Australia Australia 2008