Original ‘lambassador’ Sam Kekovich ditches lamb in ‘Australian Made’ ad targeting tradies

Sam Kekovich, the original ‘lambassador’ and former star of Meat and Livestock Australia’s annual summer campaign, has ditched lamb in a bid to persuade Australian tradies to buy locally made products.

Made by MAW Communications Sydney, the ‘Does Your Mate Measure Up?’ campaign opens with Kekovich throwing a lamb chop over his shoulder as he emerges from a portable toilet while the Australian anthem plays.

The patriotic campaign features the former AFL player praising tradies as “the backbone of this great country”.