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AustralianFarmers

Make lamb, not walls – summer lamb campaign satisfies

This year’s Australian lamb TV advert has been released and features a clear message about the importance of a united Australia.

Taking a tongue-in-cheek approach to current political topics such as border closures and the Prime Minister’s most recent visit to Hawaii, a divided Australia comes together to celebrate fresh Aussie lamb.

Every year in the lead up to Australia day, Meat & Livestock Australia (MLA) releases the iconic lamb ad via their Australian Lamb channels with the aim of raising awareness of the fresh and sustainable produce Australian farmers put on our plate.

A staple dish of Australia, lamb has long been a popular choice for BBQs and fresh summer dishes and is something that connects people from all walks of life which is something the campaign sought to build on.

“As a brand that celebrates unity, in this year’s campaign, we wanted to reinforce that as a nation we are always stronger together,” MLA’s Domestic Market Manager Graeme Yardy said.

“Our hope for 2021 will be that the virtual get togethers of the last 12 months will be replaced with family and friends enjoying each other’s company and sharing an Aussie lamb barbie, the most delicious meal of all.”

The summer months are a particularly important month for Australian lamb and beef producers, with demand for fresh produce skyrocketing.

“As ever, the campaign positions lamb as the meat of choice to unite us, installing a sense of Aussie pride while tapping into cultural themes and topical issues in a humorous and tongue-in-cheek way,” Mr Yardy said.

Find more great initiatives and recipes via the Australian Lamb website.

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