The Australian lamb industry’s annual addition to the advertising landscape has been revealed, with this year’s offering taking a shot at the toxicity of social media.
Meat and Livestock Australia (MLA) Marketing and Insights General Manager Nathan Law said the Summer Lamb campaign was “roasting the comments section”. (Watch to video below)
Mr Law said Australians seemed to be perpetually stuck in the social media comments section.
“When you delve into the world of online commentary, it would leave you thinking we’re all at each other’s throats, no matter how trivial the topic,” he said.
“But in real life, we don’t treat each other like that. The Summer Lamb campaign is an irreverent reminder that we’re at our best when we’re united.”
Mr Law said the annual lamb ad came off the back of a year when Australia produced 488,566 tonnes of lamb meat up until September, 2024.
“This was almost as high as the number reached for the full year of 2023, which was the highest on record.”
He said MLA’s Sheep Industry Projections update in September said that 2024’s lamb slaughter was projected to beat the 2023 record, climbing to 27.7 million head.
