Australia-New lamb promotion for home market.

AUSTRALIA-NEW LAMB PROMOTION.

Lamb’s leading ambassador Sam Kekovich returns to television screens across the nation, this time fronting Meat & Livestock Australia’s (MLA) Mother’s Day campaign.

Commencing on 28 April and running up until Mother’s Day in all state capital cities, the new 30-second television commercial is set in a school classroom and features Kekovich playing the role of his nephew.

Having Kekovich in the new campaign, whose five-year association with MLA’s Australia Day campaign has seen lamb and Sam become synonymous with Australia Day, gives the campaign added impact.

Lamb roasts are the feature meal for the campaign based on consumer research that showed younger families are not as likely to cook a lamb roast as often as their parents and grandparents.

Accordingly, the campaign is designed to remind consumers of how lamb roasts are delicious and easy to cook, with the aim to get roasts back onto contemporary cooking repertoires.

A range of point-of-sale materials will support the commerical, including posters and pack stickers which will be displayed in participating supermarkets and butchers to remind consumers to serve lamb this Mother’s Day.

Easy cooking tips will also be available in-store and on www.themainmeal.com.au to help anyone cook a delicious lamb roast this Mother’s Day.

As young Kekovich says…"My fellow classmates, Mother’s Day is when we thank Mum for all she’s done. Like giving birth – which in my Uncle Sam’s case was no picnic.

"…if you really, truly want to show Mum she’s special, cook her a lamb roast. She’ll love you for it. You know it makes sense."