Monday, January 23rd, 2012 - Meat and Livestock Australia (MLA)
Australians are being urged to eat lamb again this January as Sam Kekovich returns to front Meat & Livestock Australia’s 2012 Australia Day lamb campaign.

The new campaign, which includes his traditional rant, sees Sam channelling his inner pop star as he releases his first “chop hit” – a version of the 1990s song ‘Barbie Girl’ – a catchy reminder for Australians of the good times a lamb ‘barbie’ brings on Australia Day.

“It’s been a year of ca-lamb-ity: natural disasters, revolutions, economic turmoil and to top it off, unAustralianism has gone viral,” Sam said.

“Popular culture’s so unAustralian, I’ve decided to create chopular culture instead. So I’m changing my tune and releasing my own chop song.”

MLA General Manager Marketing, Glen Feist, said the campaign helps keeps lamb top of mind with consumers, which is vital for growing demand for lamb.

“Australians look forward to seeing what Sam is up to for Australia Day and the campaign sets the scene for strong lamb sales during this key promotional period,” Mr Feist said.

“Australians spent a total of $2.2 billion on lamb in 2010-11. Our 2011 campaign supported retailers to set record for sales over the Australia Day week, with Australians spending $17.1 million on lamb, 12% higher than the same time in 2010.*

“January and February also showed an increase in lamb servings to 22.55 million per week over this period year-on-year, up from 21.86 million per week the previous year**,” he said.

The new campaign is supported by a ‘pop’ style range of marketing material for retailers including posters and a recipe booklet, along with various social media activities.

A number of Sam segments during various television programs, including the Today morning show, will also accompany the campaign to drive demand for lamb on Australia Day.

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Meat & Livestock Australia (MLA) is a producer-owned company and provides marketing and, research and development services to over 47,000 cattle, sheep and goat producer members.


Andrew Parker
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Australia Day

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