Domestic marketing > Consumer campaigns

Lamb marketing

The ‘We love our Lamb’ campaign is now in its eleventh year. Since the launch in 1999 the campaign has consistently created impact with its tongue-in-cheek manner.

Below are some examples of the recent lamb advertising and a list of some awards that the campaign has won.

Australia Day

Following on from the highly successful Australia Day Lamb promotions since 2005, Sam Kekovich has returned to front the 2010 campaign.
View Sam's address to the United Nations

View Sam Kekovich's 2009 address to the nation (6 MB)
View Sam Kekovich's 2008 address to the nation (4.3 MB)
View Sam Kekovich's 2007 address to the nation (7 MB)
View Sam Kekovich's 2006 address to the nation (5 MB)
View Sam Kekovich's 2005 address to the nation (3.2 MB)

We love our Lamb in Spring, man

The latest Spring Lamb 2009 marketing campaign encouraged Australians to enjoy delicious, juicy Lamb during Spring.
View the TV commercial

Mother's Day

The Mother's Day 2009 marketing campaign aimed to encourage Australians to show Mum how much they care by cooking her a Lamb roast.
View the TV commercial (MPEG, 4 MB)

Read about the Mother's Day Lamb 2009 campaign

Awards

The ‘We Love Our Lamb’ campaign is well known for turning around consumer attitudes and increasing demand for Lamb. The campaign has also won a variety of awards. Details of some of the recent awards are listed below.

Australian EFFIE Award (formerly known as AFA Advertising Effectiveness Awards)
The ‘We love our Lamb’ campaign won a Bronze Award at the inaugural 2009 Australian EFFIE Awards that recognise effectiveness in marketing.

AFA Advertising Effectiveness Awards
The ‘We love our Lamb’ campaign won a silver award at the 9th AFA Advertising Effectiveness Awards in 2007.

Over four Effectiveness Awards presentations (2001, 2003, 2005 and 2007), ‘We love our Lamb’ has picked up six Effectiveness Awards including a Gold award in 2003.

Australasian Television (ATV) Awards for Advertising
At the 2005 Australasian Television (ATV) Awards for Advertising the Australia Day 2005 ‘Unaustralian’ TV Commercial won:

Trophy for Best Food TV Commercial
Trophy for Best use of humour
Highly Commended for Best Australian TV Commercial

Cannes Lion
The Australia Day Lamb campaign won its second bronze at the 2008 Cannes Lions International Advertising Festival for ‘Australia Week 2008’ in the category of “Best Use of Television”.

The first bronze was awarded in 2005 for Sam Kekovich's first Australia Day ‘Unaustralian’ TV commercial.

Siren Awards
The Australia Day 2005 ‘Unaustralian’ radio ad won a Silver Siren Award for Best Single category.

For delicious lamb recipes see our consumer website, themainmeal.com.au

Download Adobe Acrobat