Meat & Livestock Australia’s new lamb campaign focuses on national happiness

Australia – Meat & Livestock Australia (MLA) has launched its annual Summer Lamb Campaign, positioning lamb as a symbol of togetherness and shared experiences during the Australian summer.

Released on 5 January 2026, the campaign’s latest advertisement references Australia’s drop to 11th place on the World Happiness Index last year, using the result as a backdrop to explore what happiness means in an Australian context. The ad features long-time campaign figure Sam Kekovich and centres on the idea that shared moments around food—particularly lamb—are central to Australian culture.

According to MLA, the campaign highlights everyday aspects of Australian life, including communal activities such as sausage sizzles, outdoor living, and informal social habits, to reinforce the message that happiness is rooted in connection rather than international rankings.

To support the campaign, MLA conducted an Australian Happiness Census, polling respondents nationwide. The findings indicated that three in four Australians reported feeling happy most days or always, with millennials recording the highest levels of self-reported happiness at 85%.

The census also found a correlation between lamb consumption and happiness, with lamb eaters reporting higher happiness levels than non-lamb eaters. Half of respondents said lamb should be a weekly meal, while roast leg of lamb was identified as the most popular dish, followed by chops and cutlets.

According to MLA’s General Manager for Marketing and Insights, Nathan Low, the campaign has become a recurring fixture for Australian audiences.

“The Summer Lamb Campaign has become a tradition that Australians look forward to every year,” Mr Low said.

“It’s more than just an ad, it’s part of our cultural calendar, a moment that sparks conversation during 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.”

MLA also noted that Australia’s lamb industry maintained stable production levels throughout 2025, ensuring consistent supply for domestic consumers across supermarkets, butchers, and foodservice outlets.

As part of the campaign, MLA is encouraging consumers to include lamb in their summer meals, citing its versatility as a protein and its role in supporting local producers and the broader agricultural sector.

“The Summer Lamb campaign is one of MLA’s most important initiatives for driving domestic demand,” Mr Low said.

“It ensures lamb stays front of mind with consumers during the peak season and delivers strong value back to producers through their levy investment.

“By creating a cultural moment that celebrates lamb, we are reinforcing its place on Australian tables and supporting a healthy domestic market that underpins returns for our industry.”