Did you miss the release of the new summer lamb campaign earlier this month?
Launched on January 11, the annual campaign from Meat & Livestock Australia (MLA) features Aussies from opposite sides of the political divide, singing, dancing and celebrating the one thing all Australians can agree on – Lamb.
The new campaign could be seen as somewhat of an olive branch to groups such as vegans who were offended by the 2016 lamb advertisement from MLA, Commence Operation Boomerang.
MLA Chief Marketing & Communications Officer Lisa Sharp said this year’s campaign built on the highly successful theme of unity, as per previous Lamb campaigns, and in doing so put Australian Lamb at the centre of our nation’s table this summer.
“Lamb as a brand stands for inclusivity and this latest campaign shines a light on what unites us rather than divides us,” Ms Sharp said.
Despite being widely popular with the general public, MLA’s lamb ads have a history of offending some minority groups.
Vegetarians and those on gluten free diets coped a gentle ribbing in the 2015 ad which depicted the late Channel Nine cricket legend Richie Benaud organising a BBQ at his house for Australia day.
And who could forget our the very first, original lamb ads, featuring hilarious diatribes from Sam Kekovich on his love of lamb.
Whatever you think of the lamb campaigns we hope you’ll take their advice – and don’t lamb alone this Australia Day.