Meat & Livestock Australia (MLA) has unveiled its annual Summer Lamb Campaign, created by Droga5, positioning Australian lamb as the ultimate dish that brings the nation together during summer.
This year’s blockbuster TV commercial, directed by Dave Wood via Good Oil, playfully responds to Australia’s drop to 11th place on the World Happiness Index last year. Through the unmistakable voice of Lambassador Sam Kekovich, the film argues that true Australian happiness isn’t measured by global rankings—but by simple, shared moments around a great lamb meal.
The campaign celebrates the Australian way of life, highlighting everyday rituals that define summer across the country. From sausage sizzles that unite communities to spontaneous trips to the shops in swimwear, the film reminds audiences that happiness is rooted in togetherness, the outdoors, and sharing delicious Australian lamb with family and friends.
To support the campaign, MLA conducted its own Australian Happiness Census, surveying Australians nationwide. The findings reveal that three in four Australians say they feel happy most days or always, with millennials leading at 85%.
The research also uncovered a strong link between eating lamb and increased happiness, with lamb eaters reporting higher happiness levels than non-lamb eaters. Half of Australians surveyed believe lamb should be a weekly ritual, with roast leg of lamb ranking as the nation’s favourite dish, followed by lamb chops and cutlets.
According to Nathan Low, MLA’s General Manager for Marketing and Insights, the Summer Lamb Campaign goes beyond promoting a product.
“The Summer Lamb Campaign has become a tradition that Australians look forward to every year.
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 its latest Summer Lamb Campaign, MLA continues to strengthen lamb’s role as a cultural icon—uniting Australians through food, tradition, and shared happiness.
