Lamb is so popular it can even unite Australia’s warring extreme right and left wing political factions, according to Meat and Livestock Australia’s new summer lamb campaign launched today.
The annual campaign, which coincides with the summer barbecue season and Australia Day celebrations, has regularly featured a politically-incorrect video starring Australian Rules footy legend and media commentator, Sam Kekovich.
Kekovich makes a brief appearance in this year’s video which sees a suburban lamb barbecue get a Broadway musical makeover a la “Lamb Side Story”.
The video begins with a horrified mother ushering her children inside as two “gangs” of dancing and singing left and right wing activists throw barbs at each other on the street outside her home.
Eventually she intervenes, urging them to bury their differences while enjoying one of her juicy lamb chops.
MLA chief marketing and communications officer, Lisa Sharp, said this year’s campaign built on the highly successful theme of unity, as per recent 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.
“In true Aussie spirit we are celebrating freedom of choice, freedom of speech and our nation’s ability to put aside our differences and join together over a lamb barbecue, the meat that brings everyone to the table.”
As part of the broader campaign, the major media partners, Nova Network and Channel Nine, will support the campaign across multiple channels, encouraging Australians to put aside their differences and embrace a summer “Lambnesty”.
Nova Network’s Fitzy & Wippa will spearhead the mission, with listeners nationally offered Lambnesty barbecue boxes, as well as a seat at Australia’s first Lambnesty barbecue where people with differing opinions will unite over the ultimate lamb feast.
Broadcast partner Channel Nine will integrate the campaign into the channel’s news, sport and social platforms, with on air features with Today, Nine News Now and the Cricket One Day International series.
The ad campaign has a cameo from Sam Kekovich who featured in the first summer campaign - targeted at Australia Day – more than a decade ago.
Previous campaigns have managed to offend just about every religious, cultural and ethnic group in Australia but this year’s campaign will likely be more enjoyable than controversial.
Last year’s spring lamb campaign caused a storm after Hindus took deep offence at images showing the vegetarian Lord Ganesha eating meat with other religious figures at a backyard barbecue.
Other religious groups weren’t too chuffed either and the ad was eventually taken off air.