This campaign was created for Meat and Livestock Australia (MLA) to continue the association Lamb has with Australia Day, as Australia’s National Meat. The campaign was designed to be cheeky, to stir up controversy and debate in the media.The ads featured outspoken former footballer, Slammin’ Sam Kekovich. In the style of a party political broadcast, he emphatically explains how sickened he is by the current tide of un-Australianism sweeping Australia and that it’s un-Australian to eat anything but Lamb on Australia Day. He particularly objects to fast food and foreign food alternatives and dole bludging, pot smoking, hippy vegetarians.

From January 16-26, 90” TVC aired along with edited 60”and 30” versions. In store posters were also used. The ad generated PR immediately, including the lead story on major free to air TV news. Interviews with MLA, Kekovich and prominent vegetarians fuelled media debate over whether Australians still possessed a sense of humour. We responded with a press ad (Jan 19) – ‘Suffering from a lack of Irony? Eat some Lamb’.

90” TVC aired at four Cricket Internationals (Jan 16–26), receiving loud cheers. On Australia Day, 90” Radio aired and FP press ads featured someone branded un-Australian for buying take-away.