MEAT & Livestock Australia has poked fun at ‘un-Australian’ sayings and behaviour in its latest annual Summer lamb ad launched last week.
In the ad, MLA challenges the many applications of the term ‘un-Australian’ and then in a tongue-in-cheek call for unity around the lamb barby, reminds the world that it’s all our differences, along with our delicious lamb, that unites us.
MLA’s domestic market manager Graeme Yardy said the use of ‘un-Australian’ has got out of control.
“Everything from how you eat your pie to having a wedding on Grand Final day is on the chopping block.
“Chances are you’ll be viewed as ‘un-Australian’ by someone,” he said.
“What makes Australia great is that we celebrate our differences.
“Lamb is famous for bringing Aussies together, so what better way to cut through this division and help us come together over these collective differences than with a good lamb BBQ,” Mr Yardy said.
“As ever, this campaign is topical, tongue-in-cheek and positions lamb as the meat of choice to unite us.”
Research conducted by MLA found that almost half (45 percent) of Aussies surveyed have been called out for an ‘un-Australian’ act, while over half (52pc) have used the term to describe someone or something. It seems it is most popular amongst Millennials, with the majority (60pc) having called someone or something ‘un-Australian’ or been called it themselves (59pc).
Some of the top actions deemed ‘un-Australian’ include admitting to not knowing who Shane Warne is (47pc), having a wedding on Grand Final day (44pc), supporting New Zealand against any other team (39pc) and not knowing who’s playing State of Origin (30pc).
However, more than half (53pc) of Australians surveyed believe that the term “un-Australian” has become so overused in 2022 – it’s hard to know what is or isn’t Australian anymore. Interestingly, more men than women (61pc versus 46pc) believe this to be the case.
The latest advert from MLA imagines an alternate reality that portrays people being called out for being ‘un-Australian’ and banished to ‘un-Australia’ to become cultural exiles in a lifeless desert.
They includes Australians who’ve committed offences such as switching off the test cricket, eating a meat pie with a knife and fork and not knowing the second verse to Khe Sanh. When Lambassador Sam Kekovich is exiled for saying “bon appetite” alongside a sizzling BBQ and perfectly searing lamb, it’s clear all the ‘un-Australian’ purge has gone too far.
MLA said research has confirmed that Australia’s national foods and eating habits are also sacred, with a Bunnings with no sausage sizzle (28 percent), eating a pie with a knife and fork (27pc) and toasting fairy bread (24pc) all being called out as ‘un-Australian’.
This year’s ad was launched across free to air and subscription TV nationally. The ad’s film can be watched via the Australian Lamb Facebook page and YouTube page or view the content and access delicious lamb recipes at www.australianlamb.com.au