MLA to bring expat Australians home for a lamb BBQ as kicker for Operation Boomerang

January 12, 2016 9:07

The Lamb campaign led by SBS’s Lee Lin Chin will enter its second phase next week when Meat and Livestock Australia deliver on the promise of returning expats home on Australia Day with the help of Nova’s Fitzy & Wippa.

Operation Boomerang launched over the weekend with SBS newsreader Lee Lin Chin running a military operation to rescue Australians from around the world and bring them home for a lamb barbecue on Australia Day.

The ad is the 10th anniversary of the campaign which kicked off originally with an oratory from Sam Kekovich in 2006 saying not eating lamb on Australia Day was unAustralian.

https://www.youtube.com/watch?v=7i15OPuFvmA

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

Darren Green 13 Jan 16

OK, I may have got just ahead of things in commenting on original story:
https://staging.mumbrella.com.au/lee-lin-chin-australia-day-lamb-lambassador-operation-boomerang-stephen-moore-fitzy-wippa-338819

#OperationBoomerang “Phase2” is just the sort of thing I was getting at tho – & good on Nova (& MLA) !
– I guess Fitzy&Wippa’s cameo’s was meant to be a bit of a clue eh? 😉

It doesn’t hurt any to compensate the “main character” of the campaign (or its best supporting actor at least) by throwing a leftover bone with just a little meat on it to the “small” group of 1M Aussies abroad does it? Of course they weren”t planning just to use them as dressing for the main course of domestic lamb… right?

– Glad to hear this is not just the UK and extends to Aussies internationally!
https://twitter.com/fitzyandwippa/status/686305356545277952

(The campaign may not *need* a lottery per se’ – but it’s certainly a means to value add & extend/enhance it.

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