MLA’s Australia Day campaign to launch on Sunday with a very different ‘lambassador’

January 8, 2016 4:08

A decade after Sam Kekovich first implored Australians to grab a lamb chop on Australia Day, Meat & Livestock Australia is set to launch its new campaign this weekend with a very different character.

While the 2015 effort was led by Richie Benaud, the demise of the iconic cricket commentator last year pushed The Monkeys to once again move in a different direction for its latest “lambassador”.

Following criticism last year that the campaign was “white bread and male-dominated”, MLA set off in a striking new direction with its new ‘Operation Boomerang’ campaign, a teaser for which was revealed earlier this week.

https://www.youtube.com/watch?v=I9yI0JlJE8o

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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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