Meat & Livestock Australia’s new Australia Day lamb advertisement featuring Richie Benaud.

Australian cricket great Richie Benaud has joined Meat & Livestock Australia’s annual campaign to promote lamb on Australia Day. 

In the new television commercial launched on Channel 9’s The Today Showtoday, Richie calls on the original Lambassador Sam Kekovich as well as a host of other national icons to join him in bringing Australians together to share lamb on Australia’s national day. 

Around two thirds (67pc) of Aussies claim that lamb is the most patriotic meat and over the past three years lamb sales on Australia Day have increased by an average of 34pc. 

MLA Central Marketing & Industry Insights General Manager Michael Edmonds said a well-loved Australian such as Richie captures the spirit of Australia’s national day by doing what Aussies love to do; organising a lamb barbecue and a game of backyard cricket.  

“Having Richie Benaud on board allows us to really encapsulate and celebrate the spirit of Australia Day. He is as iconic to Australians as lamb itself, so we couldn’t think of anyone more fitting to join our Lambassador Sam Kekovich in this next chapter of the Australia Day Lamb campaign,” he said.

“The annual campaign, which has been running for 10 years, continues to be a success and has significantly contributed to promoting lamb to consumers and ensuring growth in domestic demand of lamb. 

“We are proud that Richie will be an integral part of the 2015 campaign – he is enthusiastic and passionate about Aussie lamb and we are delighted that he has agreed to get behind our cause to sell more lamb this Australia Day.” 

The campaign is supported by a network partnership with Channel 9, television billboards, point-of-sale materials in retailers, targeted digital promotion on ninemsn.com and a suite of delicious and economical lamb meals using non-loin cuts including barbecued lamb ribs, mince koftas and lamb loin chops available on MLA’s consumer-driven website weloveourlamb.com.au.

Consumers can also interact with the campaign through targeted online social media promotion across MLA’s consumer focused ‘We Love our Lamb’ Facebook page. 

A competition is also underway offering the opportunity for lamb lovers to spend their Australia Day with Richie Benaud himself by uploading their best impersonation of his legendary voice in his lamb barbecue call; “Top Lamb Chop That!” to the Facebook page.  

Source: MLA. View the full campaign ad here  For more information on the consumer competition visitwww.facebook.com/weloveourlamb