We Love Our Lamb (original) (raw)

The We Love Our Lamb campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004, that focuses on issues concerning lamb consumption primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernise the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralise mainstream cuts and attempted to rekindle consumer demands by appealing to families. The subsequent 'We Love our Lamb' was aimed at becoming Australia's national meat.