MLA’s 2025 summer lamb ad drops
Meat & Livestock Australia (MLA) is back on its annual mission to evoke the unifying ability of Australian Lamb, this time by encouraging Aussies to get out of the comments section, and into real life.
The campaign was created by MLA’s long time creative partner, Droga5 ANZ, part of Accenture Song (formerly The Monkeys), and directed by Max Barden from The Sweetshop.
Featuring 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube, it shows that Australians seem to be perpetually stuck in the social media comments section – fighting over anything, and everything.
That is until the humble lamb cutlet appears.
“When you delve into the world of online commentary, it would leave you thinking we’re all at each other’s throats, no matter how trivial the topic,” said Nathan Low, general manager for marketing and insights at MLA.
“But in real life, we don’t treat each other like that. The summer lamb campaign is an irreverent reminder that we’re at our best when we’re united, and there’s no better way to bring everyone together than an Aussie lamb BBQ.
“As producers have continued to send their lambs to the market leading into summer, we can expect plenty of lamb on the shelves as the campaign launches,” Low continued.
“Consumers have also continued to show their support for lamb on the back of these campaigns. For example, during the six-week campaign in 2024, purchase volume increased 18.9% compared to the previous year and purchase volume per trip increased 9% compared to the previous year.
“We hope Aussies enjoy the ad and it prompts them to share the lamb in 2025. Leave us a nice comment while you are at it.”
The campaign is one in a long-running series of provocative campaigns from MLA, which has become known for its tongue-in-cheek caricatures of Australia’s political and social landscape.
Last year’s work dissected the generation gap that seems to divide the nation, while 2023 poked fun at the overuse of the (often ambiguous) term ‘Un-Australian’. Covid restrictions were the punchline of campaigns in 2021 and 2022.
The 2025 campaign is live across TV, cinema, paid social, and retail OOH channels.
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Oh the irony of the first couple of comments on here
This lamb has passed its use by date.
So it’s the summer lamb ad now?
Um okay.
Nobody eats lamb cutlets like that
Also, no one can afford lamb cutlets anymore