Domestic marketing > Consumer campaigns

Lamb marketing

The ‘We love our Lamb’ campaign is now in its ninth 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 recently won.

Australia Day

Following the highly successful 2005, 2006, 2007 and 2008 Australia Day Lamb promotions, Sam Kekovich returned to front the 2009 campaign. View Sam Kekovich's 2009 address to the nation (6 MB)

View the 2008 commercial (4.3 MB)

View the 2007 commercial (7 MB)

View the 2006 commercial (5 MB)

View the 2005 commercial (3.2 MB)

Falling in Lamb

The recent Spring Lamb 2008 marketing campaign aimed to remind Australians of their love of Lamb in Spring, the season for love.

View the Falling in Lamb TV commercial online (8.4 MB)

Mother's Day

The latest Mother's Day 2009 marketing campaign aimed to encourage Australians to show Mum how much they care this Mother's Day by cooking her a Lamb roast.

View the Mother's Day Lamb 2009 TV commercial online (4 MB)

Read about our Mother's Day Lamb 2009 campaign

View the Falling in Lamb 2008 TV commercial online (8.4 MB)

Awards

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

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

Over four Effectiveness Awards presentations (2001, 2003, 2005 and 2007), ‘We love our Lamb’ has now 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 the Australia Day 2005 ‘Unaustralian’ TV commercial.

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

For delicious lamb recipes see our consumer website http://www.themainmeal.com.au/

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