This year’s ad tackles the news that Australia has slipped to 11th place on the World Happiness Index last year. However, it is proven through the work of Lambassador Sam Kekovich that nothing captures true Aussie happiness better than sharing delicious Australian lamb.
This year’s campaign shines a light on the unmistakable Aussie way of life. From sausage sizzles that bring people together, to ducking into the shops in your swimmers, reminding us that happiness is not about rankings, but about togetherness, the outdoors and sharing a good lamb meal.
The video includes a crack about “giant monuments to fruit” around the country.
To support the campaign, MLA conducted its own Australian Happiness Census, polling real Australians nationwide.
The results show that three in four Australians say they are happy most days or always, with millennials leading the way at 85 per cent.
Eating lamb was found to correlate with an increase in happiness compared to non‑lamb eaters, with half of Australians believing lamb should be a weekly ritual. Roast leg of lamb topped the list of favourite dishes, followed by chops and cutlets.
According to MLA’s General Manager for Marketing and Insights Nathan Low, the campaign is about more than just advertising lamb.
"The Summer Lamb Campaign has become a tradition that Australians look forward to every year,” Mr Low said.
“It’s more than just an ad, it’s part of our cultural calendar, a moment that sparks conversation during summer.
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