What is it?

The Australian lamb ad campaign, often referred to as the "We Love Our Lamb" campaign, is a highly popular and long-running marketing initiative by Meat & Livestock Australia (MLA). This campaign typically promotes the consumption of Australian lamb and runs around the time of Australia Day, which falls on January 26th. The campaign aims to celebrate Australian culture, diversity, and unity through humorous and satirical advertisements that highlight the idea of bringing people together over a delicious lamb barbecue.

Key features of the Australian lamb ad campaign include:

Creative Storytelling: The campaign is known for its creative storytelling and often incorporates a fictional premise, featuring a character known as the "Lambassador." These ads blend humor and satire while addressing various cultural, social, and political themes in a light-hearted manner.

Emphasis on Inclusivity: The ads strive to emphasise the diversity and multicultural nature of Australian society. They showcase people from various backgrounds and walks of life coming together to share a meal of Australian lamb.

Humour and Entertainment: The campaign is famous for its humorous approach, using comedy and satire to engage viewers. It often includes cameo appearances by well-known Australian personalities, politicians, and celebrities.

Celebrating Australian Identity: The ads celebrate the Australian way of life, including outdoor barbecues, beach culture, and the importance of unity and friendship among Australians.

Timely Release: The campaign's timing coincides with Australia Day, a national holiday celebrating the anniversary of the arrival of the First Fleet in 1788. This helps create a sense of national pride and connection among Australians.

Social Media Engagement: The campaign also utilises social media platforms to extend its reach, encourage audience participation, and generate discussions around Australian culture and unity.

The Australian lamb ad campaign has been both praised and criticised for its unique and often controversial approach to advertising. While it has garnered accolades for its creativity and ability to spark conversations, it has also faced backlash from some groups for its irreverent and sometimes polarising content. Nevertheless, it remains a well-known and highly anticipated annual campaign in Australia, attracting attention both domestically and internationally.