Meat & Livestock Australia Released 2023 Australian Lamb campaign

"That's un-Australian!"

The familiar catch-cry from lamb campaigns of the past has returned in Meat and Livestock Australia's (MLA) 2023 advertisement.

The campaign suggests the act of calling someone 'un-Australian' has the power to transport the wrongdoer to a barren wasteland.

"All I said was 'bon appetite!'" says Sam Kekovich, the face of many of MLA's lamb campaigns.

The ad suggests that if enough people are rejected from society, a new society can be formed - complete with a lamb barbeque.

"It looks like we're all a bit un-Australian, guess that's what makes us Australian," an actress says as the ad ends.

These campaigns traditionally take aim at Australian culture and politics, delivering some skewering takes on topics from COVID-19 lockdowns to the short stints of Australian prime ministers. Sam Kekovich's cemented his spot as 'Lambassador' in the early 2000's, saying "there's one way to keep the ashes permanently in Australia, make our own".

"The ashes from a good lamb barbie are a lot better than some burnt Pommy stump anyway."

The MLA are no stranger to controversy, often discussing delicate topics related to Australian patriotism and multiculturalism in lamb advocacy ads. Having spent well over a decade bemoaning the slide into un-Australian behaviour in its annual summer ad campaigns for lamb, Meat & Livestock Australia (MLA) has now decided to put the very concept on the rack instead.

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Source: 

https://www.canberratimes.com.au/story/8038549/ewe-beauty-2023-un-australian-summer-lamb-ad-drops/

https://www.abc.net.au/news/rural/2023-01-06/meat-livestock-australia-lamb-ad-hopes-boost-sales-un-australian/101826814