Lamb ad tackles generational gap

It’s become an iconic January tradition, and the latest lamb ad leading up to Australia Day tackles a big issue. Watch it here.

The new lamb ad for 2024 focuses on the generation gap.

Producers will be hoping the latest advertisements designed to boost consumption will be a hit as the annual Australia Day lamb campaign starts this week.

This year, the advertisement and campaign has focused on the generation gap in Australia and how lamb can bring those generations together.

Meat and Livestock Australia domestic market manager Graeme Yardy said the advertisement played on the different features of each generation “until a lamb barbecue unites a divided Australia”.

“Stereotypes would have us believe that the generations are practically different species,” Mr Yardy said.

“Apparently, boomers are unable to master the basics of technology while gen Zs spend every waking moment making TikTok dances and millennials spend too much on avocado toast and craft beer.

“However, there is much more that unites than separates us, and that’s what this year’s summer lamb campaign is all about.”

And while the fall in lamb prices has been hard for producers, it has flowed through to lower retail rates, which has boosted consumption.

Mr Yardy said Australian shoppers had been increasingly putting lamb in their trolley as retail prices for beef and lamb fall.

“Data from NielsenIQ HomeScan to December 3 last year shows a 17.5 per cent reduction in the price consumers are paying for lamb compared to a year ago, which is supporting a 22.9 per cent increase in volume of lamb purchased at the cash register,” he said.

Meanwhile the latest lamb ad, which features a cameo from Lambassador Sam Kekovich, premiered in Sunday night’s evening news and will be seen from Monday on across free-to-air and subscription television programming across Australia.