10 years of MLA Aussie Day lamb campaigns

Australia Day MLA Campaign

It’s that time of year again, Aussie Day is just around the corner and the annual eat lamb on Australia Day campaign has kicked off for the 10th year in a row. This year Meat and Livestock Australia (MLA) have teamed up with The Monkeys and SBS news presenter Lee Lin Chin as the new ‘lambassador’. For the 10th year in a row they are running a campaign to encourage people to eat Lamb on Australia Day.


MAL have an interesting challenge to try to keep the proposition fresh and appealing. Over the years they have fallen into the trap of repetition and is has come across as stale, but this year with a new ‘lambassador’ they have injected new energy and life into the campaign.

In the past we’ve constantly been shouted out by Sam Kekovich and been told how un-Australian it is not to eat Lamb. This year a refresh has come just in time. The ad still has the right combination of humor and Australian icons but like other years it does come with controversy. There is an attack on vegans which has not gone unnoticed and many complaints have been made to the Advertising Standards Bureau.

Using Lee Lin Chin as the ‘lambassador’ is a great new direction for MLA and is a better representation of Australia’s multi-cultural society. She also has a large social media following which has no doubt added the the viral success of the campaign to date. It has already received over 800,000 views since the 9th of January. Sam Kekovich was starting to become overused and as we know with all brands it’s important to stay fresh and relevant for the audience.

We thought this would be a good opportunity to take a trip back down memory lane and showcase the last 10 years of Australia Day lamb ads. Enjoy!











Gemma Dittmar
Director of Brand Projects

1 Comment

  1. It’s interesting how obvious it is when they decide to spend more money and switch agencies from 2015’s ad and the quality has sky rocketed, even considering the horrendous Oirish Ned Kelly accent in 2015!!! The previous ones were pure irritating, and would definitely force me to change channels.
    Meat and Livestock Australia are always going be on the opposite side of the fence to vegans, so I don’t see this changing, however this year’s jibe is a lot funnier and tasteful! Hats off to them for changing it up!

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