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The We Love Our Lamb campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004, that focuses on issues concerning lamb consumption primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernise the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralise mainstream cuts and attempted to rekindle consumer demands by appealing to families. The subsequent 'We Love our Lamb' was aimed at becoming Australia's national meat.

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  • We Love Our Lamb (en)
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  • The We Love Our Lamb campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004, that focuses on issues concerning lamb consumption primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernise the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralise mainstream cuts and attempted to rekindle consumer demands by appealing to families. The subsequent 'We Love our Lamb' was aimed at becoming Australia's national meat. (en)
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  • http://commons.wikimedia.org/wiki/Special:FilePath/Sam_Kekovich.jpg
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  • The We Love Our Lamb campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004, that focuses on issues concerning lamb consumption primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernise the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralise mainstream cuts and attempted to rekindle consumer demands by appealing to families. The subsequent 'We Love our Lamb' was aimed at becoming Australia's national meat. The campaign is a continuation strategy – a method of scheduling advertising at regular intervals – that established itself in 1999 to promote and celebrate lamb in conjunction with Australia Day. The campaign sought to position lamb as the 'national meat' on Australia Day in order to suggest an affiliation between lamb and the barbecues that are historically associated with the end-of-summer holiday. Since 1999, Meat and Livestock Australia has worked with Australian marketing and communications agency The Monkeys, along with other specialised consultants, to run the campaign on a yearly basis. In more recent times, the campaign has become well known due to its familiar brand of tongue-in-cheek humor and its use of Sam Kekovich, an ex-AFL footballer who has been positioned as Australia's 'Lambassador.' (en)
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