Aussie Lamb - Lost Country Of The Pacific

Post-Christmas, there’s no tradition more anticipated than the release of the annual lamb ad. Each year, Meat and Livestock Australia sends out a searing roast in honour of the Aussiest of meats – lamb.

This year’s campaign, “The Lost Country of the Pacific” celebrates Australia reuniting with the rest of the world after years of isolation. 

Each year the ‘Share the Lamb’ brand gives us a great opportunity to showcase how the unmistakeable flavour and aroma of lamb brings Aussie’s together, even through the very toughest of times. In 2021 we were all about breaking down state borders, but in 2022 we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian Lamb.

The Make Lamb Not Walls campaign in 2020/21 saw Aussies buy lamb more often with sales growth increasing by 16.8%, volume per occasion up 5.6%, and purchase frequency up 2.6%

Is your brand ready to make this year memorable and measurable through marketing?