Australian Lamb.
The 21st summer Australian Lamb campaign has been released, tackling Australia’s 11th position in The World’s Happiest Countries List, the first time the countries out of the top 10.
The ad features ‘Lambassador’ and Australian sports commentator Sam Kekovich.
This is the second campaign by Droga5 ANZ, part of Accenture Song.
“At first glance, the World Happiness Index might suggest Australians have lost their spark,” said MLA general manager of marketing and insights, Nathan Low.
“But our research tells a different story, happiness here isn’t about rankings, it’s about togetherness, shared experiences and the simple joys that make life distinctly Aussie.
“Nothing brings people together like an epic lamb BBQ, and this campaign celebrates the humour, camaraderie, and unmistakable Aussie spirit that keep us smiling every day.”
Sitting at 11th, Australian Lamb believes the official index doesn’t capture what really makes us happy.
74% say that Australian's are happy most days, according to Australian Lamb research.
Across the population, the average score of happiness was a solid 7.3 out of 10, with Millennials leading the way at 85%.
49% of Australians said it should be a weekly ritual to eat lamb, with roast leg of lamb topping the list among happy Australians at 52%, followed by chops at 42% and cutlets at 39%.
Getting outdoors three to four times a week makes Australians nearly three times more likely to feel good.
A beer with anything rates at 75%, and 86% claim happiness after their 6am jog and coffee ritual.
Last year’s commercials, ‘The Comments Section’ and ‘Lamb, the ultimate social media device’ were nominated for AdNews Social Media Campaign of the Year at the Agency of the Year Awards.
‘The Comments Section’ also won a Viral Film Silver Lion at the 2025 Cannes Lions.
Campaign Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Damon Stapleton & Barbara Humphries
Chief Client Officer: Belinda Drew
Executive Creative Directors: Hugh Gurney & Joe Sibley
Creative Directors: Thomas Gledhill & Lennie Galloway
Senior Copywriter: Liam Jenkins
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Producer: Izzy Robertson
Head of Effectiveness: Kit LansdellBusiness Director: Harrison Stone
Business Manager: Matthew Stafford
Designer: Kamron Lyons
Production Company: Good Oil
Director: Dave Wood
Executive Producer/Partner: Sam Long
Producer: Catherine Warner
DOP: Earle Dresner
Production Designer: Jeremy Fuller
Casting: Peta Einberg
Post Production: ARC
Editor: Harrison Carr
Assistant Editor: Liam James
Grade: Ben Eagleton
Online: Jesse Meha
Producer: Cheryn Frost
Archive: Savage Archive
Audio Production: MassiveMusic
Head of Creative Production APAC: Katrina Aquilia
Sound Design: Simon Kane
Music Composition: Haydn Walker
Media Agency: UM
Phil Ely, Senior Strategy & Planning Director
Sharyn Keller, Client Partner
Ann-Maree Mulders, Senior Creative Connections Director
PR, Social and Influencer Agency: one green bean
Managing Partner: Lauren Bailey
Senior Account Director: Molly Dodwell
Account Director: Amy McCann
Senior Account Manager (PR): Alexandra Moy
Account Manager (Influencer): Caoilfhionn Blaney
Account Manager (Social): Sarah Hutt
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