The 20th Aussie Lamb Ad: A Bloody Beauty!

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The Australia Day summer lamb commercials are as iconic as the national public holiday. And this year is extra special as the annual lamb commercials turn 20.



We've all seen them. Each summer, just before Australia Day on 26 January, a new advertisement encouraging us to eat more lamb is released.

Starring Lambassador, former AFL champion, and media personality, Sam Kekovich, the ads first hit our television screens back in 2005 when Sam invited us to "roll out the barbie and serve lamb on Australia Day."


It all started in the late 1990s when lamb sales were low. So to raise local consumption of the product, Meat and Livestock Australia launched the We Love Our Lamb advertising campaign, linking it to Australia Day celebrations. The ads were designed to encourage more Aussies to eat lamb on our National day.

Over the past two decades, these funny, satirical 60 videos have graced our television screens with a sprinkling of social and political messages such as:

Have the ads worked beyond giving us a giggle or two? Maybe. Australia is one of the world's largest per capita consumers of sheep meat, with the average Australian consuming around 8kg of lamb each year.



So this Australia Day, follow Sams' lead. Be fair dinkum. Fire up the barbie, get out of the comments and into the cutlets this summer.

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