The now highly anticipated annual lamb campaign from the Meat and Livestock Australia (MLA) via The Monkeys, part of Accenture Song, started with an un-Australian tagline.
The campaigns were originally launched on Australia Day and featured Australian sports commentator Sam Kekovich ranting about how it’s "un Australian" to not eat lamb.
Now the brand has called an end to being un-Australian in the 2023 campaign.
The MLA lamb ads, dating back to 2006.
January 2022 - The Lost Country
July 2022 - ‘Say More With Lamb’
2020- The Original Social feed
2019- New Australia-land | Share the Lamb
2017 - Celebrate Australia with a lamb BBQ
2016 - Commence Operation Boomerang
2015 - Richie Benaud will not lamb alone this Australia Day
2011 - Lambassador Sam Kekovich takes on Europe
2010 - Sam Kekovich addresses UN
2009 - Australian Chop Exchange
2008 - Eat Lamb On Australian Week
2007 - An Address to the Nation
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