Meat & Livestock Australia (MLA) is proud to announce that its 2025 Summer Lamb campaign, The Comments Section, has won a Silver Lion at the Cannes International Festival of Creativity, marking the first-ever Silver Cannes Lions win in the Film category for Australian Lamb in the campaign’s 20-year history.

Following its recent launch in the Australian domestic market, we spoke to MLA Group Marketing Manager, Andrew Howie, about the new Spring Lamb marketing campaign.

Spring Lamb campaign 2019

Beef and Lamb Campaign 2023

A few days on from the launch of the Australian Lamb summer campaign, Graeme Yardy - Domestic Market Manager at MLA, shares how this year’s ad came together.

Meat & Livestock Australia’s (MLA) Spring Lamb campaign has launched with a new content series which aims to demonstrate the ease and versatility of cooking with lamb by celebrating local Aussie heroes with renowned Aussie chefs cooking them legendary lamb meals to say thanks for their inspiring work.

Producing this year’s Australian Lamb campaign called for plenty of ingenuity amid the ongoing challenges of COVID-19 restrictions, as MLA Domestic Market Manager, Graeme Yardy explains.

MLA recently launched its latest lamb marketing campaign , encouraging everyone to celebrate Australia with lamb on the barbie.