An Australian tradition, the annual lamb campaigns build a strong legacy through creative advertising to generate conversation and publicity for Australian lamb.

The campaign hopes to encourage lamb purchases when shoppers are making their key protein choice at supermarkets.

Building on the ‘Share the Lamb' brand platform, the six-week integrated campaign reflects upon how Australia has become isolated from the rest of the world due to strict international border closures during the pandemic.

MLA domestic market manager, Graeme Yardy, said the advert was a reminder that Australia is a country not to be forgotten, and includes heart-warming reunions as returning travellers make their way back to sunnier climates and lamb barbies.

"Each year the ‘Share the Lamb' brand gives us a great opportunity to showcase how the unmistakable flavour and aroma of lamb brings Aussie's together," he said.

"The advert will appear on national television with placements during the Australian Open and the campaign will feature across path to purchase out-of-home, online video and social platforms.

"To keep lamb top of mind and drive purchases in store, the campaign will also connect with consumers with a presence in major retain environments including Coles, Woolworth's, IGA, Costco, Drakes, ALDI and butcher stores.

"Last year's ‘Make Lamb Not Walls' campaign was a tough act to follow as one of MLA's most effective to date.

"The Make Lamb Not Walls campaign saw Aussies buy lamb more often with sales growth increasing by 16.8 per cent, volume per occasion up 5.6 per cent and purchase frequency up 2.6 per cent.

"On behalf of Aussie lamb producers, this year's campaign builds on the success of last years and the team have done a fantastic job at reinforcing the iconic status of lamb as the national dish and remind Australians to purchase and share lamb over the summer," Yardy said.

To watch this year's Australian Lamb campaign, visit https://www.youtube.com/watch?v=Ck8CO6zGFB0