Summer lamb: unity never tasted so good
After a year that’s seen Australians more physically divided than ever before, the highly anticipated summer ad from Australian Lamb comes at the perfect time, uniting the country over some delicious lamb – and a few laughs – this summer. The new ad, created for Meat & Livestock Australia (MLA), reflects upon 2020 as a pivotal time in our country’s history where, for the first time, Australia was physically divided due to COVID-19.
Long time no see
The long-form advert takes us to a not-so-distant future where the division between states has escalated to new heights. In the year 2031, a once united nation is divided by a great wall towering over every state border. It’s a tongue-in-cheek take on what could be if state borders are shut for good. But this un-Australian division can’t last forever.
In the film, we see the great unification of Australia sparked by the scent of lamb through cracks in the wall. The hero is overwhelmed by the irresistible aroma and begins smashing at the wall that separates himself from Queensland. A hand then appears through the crack, holding a perfectly cooked cutlet. This beacon of hope triggers Aussies around the country to tear down the Great State Walls and reunite over a tasty lamb barbecue.
A year like no other
“2020 has been a year that has really tested the Australian spirit,” says Graeme Yardy, MLA Domestic Market Manager. “For the first time in our history, having hard borders between states has challenged how to stay connected as individuals and as a country.
“We’re a brand that celebrates unity and the power of coming together. This year we wanted to remind Australians that we are always stronger together. Our hope for 2021 will be that the virtual get-togethers of the last 12 months will be replaced with an Aussie lamb barbie. It’s the most unifying and delicious meal of all.”
January is a crucial time in MLA’s annual marketing calendar. This ad is designed to support continued strong domestic sales for lamb over the summer months. It’s hoped it will provide strong returns for Australian lamb producers.
The ad has launched across free to air and subscription TV nationally. You can watch the film via the Australian Lamb Facebook and YouTube pages. Or view the content and access delicious lamb recipes at australianlamb.com.au/unitedwelamb. For lamb recipes that will help you make lamb, not walls, head to australianlamb.com.au