MLA Australia Day Lamb ad wins prestigious award

01 July 2016

Meat & Livestock Australia’s (MLA) Australia Day lamb advertisement has taken out a prestigious media award for the second year running, reinforcing the success of the iconic annual campaign.

The “Operation Boomerang”  Australia Day campaign ad, developed by independent media agency The Monkeys, claimed ‘TV Ad of the Year’ at the annual Mumbrella Awards in Sydney overnight.

The MLA Marketing team was also shortlisted for Australia’s ‘Marketing team of the Year’, recognising MLA for its body of work across beef and lamb marketing over the 2015/16 period

The prestigious and coveted Mumbrella Awards celebrate the best, bravest and brightest work across the media and marketing industries.

This year’s ad featured Lambassador Sam Kekovich, who was joined by cult SBS newsreader Lee Lin Chin and a host of Australian icons, on a mission to save Australians abroad from going without lamb BBQ on Australia Day.

The campaign video was watched over 5.5 million times online and generated 1310 pieces of media coverage which delivered a cumulative audience in excess of 423 million worldwide.

MLA Group Marketing Manager Andrew Howie said the “Operation Boomerang” ” Australia Day campaign generated a 34.4 per cent sales lift versus the weekly average, for the week preceding Australia Day, and a 39.5 per cent sales lift versus the weekly average, for the week of Australia Day. This equates to a 36.9 per cent sales increase across the two week campaign period.

“This is MLA’s most successful Australia Day campaign on record.  By continuing to promote Australian lamb as a quality product we are seeing demand strengthen - ultimately delivering value back to the farm gate,” Mr Howie said.

MLA Chief Marketing & Communications Officer Lisa Sharp said recognition for both beef and lamb marketing programs, underpinned MLA’s whole body of work.

“We are delighted to receive these accolades from industry and popular public vote,” Ms Sharp said.

“In an increasingly competitive domestic market, what matters most is driving demand and consumer preference for red meat in Australia.

“We will continue to be relentless in our pursuit of effective marketing programs that deliver returns for producers and the broader red meat industry.”


  • TV ad of the year: WINNER: Meat & Livestock Australia – MLA Australia Day by The Monkeys


  • Marketing team of the yearMeat & Livestock Australia.
  • Collaborator of the year: Meat & Livestock Australia, One Green Bean, The Monkeys, UM
  • Ad campaign of the year: Meat & Livestock Australia – MLA Australia Day by The Monkeys

Watch 'Operation Boomerang’ advertisement below

To also view MLA’s latest “You’re better on Beef” campaign ad click here


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