Each year the campaign takes a tongue-in-cheek look at Australian values to promote lamb and this year the target is New Zealand.

Building on the new brand platform ‘Share the Lamb’, the campaign sets out to extend the ‘rosemary sprig’ to New Zealand and bridge the divide over something everyone can agree on - lamb.

The campaign features a new long-form advert, which takes people back to 1900 when Australia’s first Prime Minister, Edmund Barton, was finalising the Constitution Act to make New Zealand part of the Commonwealth. This actual historical moment then inspires two modern day Aussie politicians to connect both countries again.

The stage is then set for both nations to come together over a lamb barbecue, among a huge floating party in the middle of the Tasman Sea. The comical advert celebrates the best of both nations who join together in New Australia-Land.

MLA domestic market manager Graeme Yardy said quality Australian lamb would again be the centre of the campaign while using the brand’s trademark humour to encourage consumers to come together and share some Australian lamb.

“The good-humoured rivalry between Australia and New Zealand is something that underpins both countries’ cultures. As a brand, lamb stands for unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb,” Mr Yardy said.

“Our marketing is driven by deep consumer insights. We know that undoubtedly, lamb is the meal that Australians love to share across the summer,” he said.

The advert will run across national metro and regional TV, digital, social and radio.  As part of the broader campaign, media partners - Nova Network and Junkee - will support the campaign across multiple channels, encouraging both nations to unite as New Australia-Land.

Nova Network’s Fitzy and Wippa will help promote a series of activities, culminating in an event to celebrate New Australia-Land and bring both nations together over a summer lamb lunch.