Summer lamb ad returns with lambassador Sam Kekovich

Lambassador Sam Kekovich is back with the highly-anticipated summer lamb ad, poking fun at Australia’s border closures. Watch it here.

The lamb industry’s latest epic advertisement is sure to hit home again as it draws on Australia’s isolation from the rest of the world for the past two years.

The advertisement, which will run for the next six weeks, builds on the Share the Lamb brand platform and incudes Sam Kekovich, a regular in the lamb campaigns.

Meat and Livestock Australia has established a reputation for its Australia Day advertisements, which are topical and have a cult following.

The longer form of the advertisement follows the story of a world explorer and his student, who discover there is a world outside of “fortress Australia”.

New 2021 lamb ad roasts Australia’s international border policies

A spokesman for MLA said to ensure lamb remained relevant with consumers, the campaigns would “demonstrate the ease and versatility through various cuts, cooking methods and meal inspirations”.

The advertisement which will run throughout the next few weeks will be backed with in-store promotions and magazine.

New 2021 lamb ad roasts Australia’s international border policies

“MLA’s summer Lamb campaigns have built a strong legacy of highly topical advertising and thought-provoking creative, which has generated widespread conversation and publicity for Australian lamb,” a MLA spokesman said.

“Summer is a key time for Australians to get together with friends and family over a meal or barbecue.

“For Lamb to capture this key sales occasion, it is imperative that the campaign not only creates talkability for the brand, but encourages purchases when shoppers are making their key protein choice across retail and food service environments.”