Meat & Livestock Australia Lambassador Sam Kekovich is calling on Australians to set an example for 'Generation Lamb' in MLA's new campaign. They've fallen prey to 'un-Australianism' in the form of smartphones and social media.
Created by BMF, the TVC launched last night on Today Tonight with the full campaign to go live on Monday.
MLA group marketing manager Andrew Cox said: "The consumption of Lamb on our national day has practically become a cultural expectation thanks to Sam's decade-long crusade. This year we are encouraging Aussie parents to keep it that way by setting the right example for the next generation."
BMF creative founder Warren Brown said: "Sam as Australia's Lambassador has been a great campaign for Lamb on Australia Day. It has been loved by anyone who isn't a vegetarian for the past 10 years and changed the way our country celebrates our national day. Training up a new generation of lamb lovers will ensure the tradition of eating lamb on Australia Day will continue well into the future."
'Generation Lamb' will run across TV, point-of-sale, out-of-home, online and social media. There is also a smartphone app where users can become 'Honorary Lambassadors'.
