Australia Day ad small part of long-term lamb reversal

WHILE the marketing for advancing lamb as a great choice for meals has always had a cheeky Aussie tone to it since Sam Kekovich first delivered an iconic Australia Day ad in January 2005, the Meat and Livestock Australia campaign (pictured is the 2023 version) has been part of a wider and purposeful long-term strategy for sheep graziers that reversed a declining appetite for the meat in the 1980s. Photo: SUPPLIED.

By Mark Rabich

January 16, 2023 | 4:00 PM

PUSHING back against the politically-correct trend of calling people ‘un-Australian’, is the latest lamb ad for Australia Day, but there have always been serious industry strategies behind it.

Meat and Livestock Australia (MLA)’s typically tongue-in-cheek annual marketing campaign has recently launched – this time a three-minute short film depicting an alternate reality which sees people being called out for being “un-Australian” before being banished to “un-Australia” – an infinite cultural exile.