Australia Day: MLA confirms it has not given lamb ads the chop

Meat and Livestock Australia hoses down speculation that it has abandoned its Australia Day marketing campaign.

MEAT and Livestock Australia has rejected talk it has given its popular Australia Day lamb campaign the chop.

Speculation the campaign had been scrapped has intensified in industry circles in recent days with no signs of any promotion of it just days out from Australia Day.

In recent years the campaigns have been launched up to two weeks ahead of Australia Day.

But a Meat and Livestock Australia spokesman this afternoon confirmed to The Weekly Times the campaign would be launched over the weekend and would again feature former AFL star and lambassador Sam Kekovich.

The Kekovich Australia Day lamb advertisements have featured every year since 2004 and Victorian Farmers Federation president David Jochinke said they had become an “institution” in Australia.

“They an icon for not only for the general public around Australia Day but for also for farmers to be recognised for the great product they produce,” Mr Jochinke said.