This year’s blockbuster Summer Lamb commercial from Meat & Livestock Australia (MLA), created via Droga5 and directed by Dave Wood through Good Oil, takes aim at the news that Australia slipped to 11th place on the World Happiness Index. But with help from longtime Lambassador Sam Kekovich, the campaign makes a compelling case that true Aussie happiness isn’t measured by global rankings—it’s found in sharing great Australian lamb.
The new MLA Summer Lamb campaign celebrates the unmistakable Australian way of life. From sausage sizzles that bring neighbours together to popping into the shops in your swimmers, the spot reminds viewers that happiness comes from togetherness, the outdoors and sharing a meal—especially when lamb is on the table.
To underpin the creative idea, MLA conducted its own Australian Happiness Census, polling Australians nationwide to understand what really drives happiness. The results reveal that three in four Australians say they are happy most days or always, with millennials leading the way at 85%.
The research also found a strong link between eating lamb and happiness, with lamb eaters reporting higher levels of wellbeing than non-lamb eaters. Half of Australians believe lamb should be a weekly ritual, with roast leg of lamb named the nation’s favourite dish, followed by lamb chops and cutlets.
According to Nathan Low, General Manager of Marketing and Insights at MLA, the campaign is about far more than promoting lamb. “The Summer Lamb Campaign has become a tradition that Australians look forward to every year,” he said.
“It’s more than just an ad—it’s part of our cultural calendar and a moment that sparks conversation each summer. Just as summer means cricket, beaches and barbecues, it also means lamb on the table. This campaign celebrates that shared ritual and reinforces lamb as a symbol of connection, pride and the Australian way of life.”
With humour, cultural insight and a distinctly Aussie point of view, MLA’s latest Summer Lamb campaign via Droga5 once again positions Australian lamb at the heart of summer—and at the centre of what makes Australians happy.
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officers: Damon Stapleton & Barbara Humphries
Chief Client Officer: Belinda Drew
Executive Creative Directors: Hugh Gurney & Joe Sibley
Creative Directors: Thomas Gledhill & Lennie Galloway
Senior Copywriter: Liam Jenkins
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Producer: Izzy Robertson
Head of Effectiveness: Kit LansdellBusiness Director: Harrison Stone
Business Manager: Matthew Stafford
Designer: Kamron Lyons
Production Company: Good Oil
Director: Dave Wood
Executive Producer/Partner: Sam Long
Producer: Catherine Warner
DOP: Earle Dresner
Production Designer: Jeremy Fuller
Casting: Peta Einberg
Post Production: ARC
Editor: Harrison Carr
Assistant Editor: Liam James
Grade: Ben Eagleton
Online: Jesse Meha
Producer: Cheryn Frost
Archive: Savage Archive
Audio Production: MassiveMusic
Head of Creative Production APAC: Katrina Aquilia
Sound Design: Simon Kane
Music Composition: Haydn Walker
Media Agency: UM
Phil Ely, Senior Strategy & Planning Director
Sharyn Keller, Client Partner
Ann-Maree Mulders, Senior Creative Connections Director
PR, Social and Influencer Agency: one green bean
Managing Partner: Lauren Bailey
Senior Account Director: Molly Dodwell
Account Director: Amy McCann
Senior Account Manager (PR): Alexandra Moy
Account Manager (Influencer): Caoilfhionn Blaney
Account Manager (Social): Sarah Hutt
