Domestic Lamb

Lamb bridges generation gap in new Summer ad

Sheep Central January 8, 2024

AUSTRALIAN lamb marketing is targeting the generation gap as increasing domestic consumption follows recent retail price drops.

In the latest Summer lamb campaign developed by Australian Lamb and Meat & Livestock Australia, a lamb barbecue ‘for the ages‘ is presented as a solution to the ever-widening generation gap that has separated Australians of all ages.

From stubborn baby boomers and delusional millennials to vain Gen Zs and neglected Gen Xs, each generation has become the worst version of themselves, until a lamb barbeque unites a divided Australia.

MLA domestic market manager Graeme Yardy said stereotypes would have us believe that the generations are practically different species.

“Apparently, boomers are unable to master the basics of technology while Gen Zs spend every waking moment making TikTok dances and millennials spend too much on avocado toast and craft beer.

“However, there is much more that unites than separates us, and that’s what this year’s Summer lamb campaign is all about,” Mr Yardy said.

“Whether it’s a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together, and what better way to break down the generational divide than over some Australian lamb, the ultimate unifier.”

The annual lamb ad continues to build on Australia’s rising, insatiable appetite for lamb. Australian shoppers have been increasingly putting lamb in their trolley as retail prices for beef and lamb fall.

Data from NielsenIQ HomeScan to 3 December 2023, shows a 17.5 percent reduction in the price consumers are paying for lamb compared to a year ago, and that is supporting a 22.9pc increase in volume of lamb purchased at the cash register.

Smile-worthy Lambassador Sam Kekovich features in the latest generation gap-busting lamb ad.

The full-length ad premiered during the evening news of Seven and Nine on the 7th of January, followed by a rollout across free to air and subscription TV nationally. It will also be seen across TV, online, catch-up TV, paid social and retail out-of-home channels.

You can watch the ad via the Australian Lamb Facebook and YouTube page or view the content and access lamb recipes at

Source – MLA.


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