The Summer Lamb ad takes on the World Happiness Index through the power of lamb

Meat & Livestock Australia (MLA) has unveiled its annual Summer Lamb Campaign, celebrating lamb as the dish that brings Australians together.

This year’s ad tackles the news that Australia has slipped to 11th place on the World Happiness Index last year. However, it is proven through the work of Lambassador Sam Kekovich that nothing captures true Aussie happiness better than sharing delicious Australian lamb.

This year’s campaign shines a light on the unmistakable Aussie way of life. From sausage sizzles that bring people together to ducking into the shops in your swimmers, reminding us that happiness is not about rankings, but about togetherness, the outdoors, and sharing a good lamb meal.

To support the campaign, MLA conducted its own Australian Happiness Census, polling real Australians nationwide.

The results show that three in four Australians say they are happy most days or always, with millennials leading the way at 85%.

Eating lamb was found to correlate with an increase in happiness compared to non‑lamb eaters, with half of Australians believing lamb should be a weekly ritual. Roast leg of lamb topped the list of favourite dishes, followed by chops and cutlets.

According to MLA’s General Manager for Marketing and Insights, Nathan Low, the campaign is about more than just advertising lamb.

"The Summer Lamb Campaign has become a tradition that Australians look forward to every year,” Mr Low said.

“It’s more than just an ad, it’s part of our cultural calendar, a moment that sparks conversation during Summer.

“Just as summer means cricket, beaches and barbecues, it also means lamb on the table. This campaign celebrates that shared ritual and reinforces lamb as a symbol of connection, pride, and the Australian way of life."

Australia’s lamb industry continues to provide solid supply to domestic consumers, with good production levels seen throughout 2025 ensuring that lamb remains readily available across supermarkets, butchers, and foodservice outlets nationwide.

MLA is encouraging Australians to make lamb a centrepiece of their summer meals. By choosing lamb, Australians are not only enjoying a versatile and flavourful protein but also supporting local producers and the broader agricultural sector.

"The Summer Lamb campaign is one of MLA’s most important initiatives for driving domestic demand,” Mr Low said.

“It ensures lamb stays front of mind with consumers during the peak season and delivers strong value back to producers through their levy investment.

“By creating a cultural moment that celebrates lamb, we are reinforcing its place on Australian tables and supporting a healthy domestic market that underpins returns for our industry.

Watch the ad via Australian Lamb – and always remember to Share The Lamb