US EditionThis year’s new Lamb ad is in and it brings sad news
Australian Lamb's campaign and poll of over 1,000 people challenge the drop to 11th on the World Happiness Index by highlighting shared experiences and outdoor life.
- This year, Australian Lamb released a three-minute 'Share the Lamb' commercial starring Sam Kekovich, backed by Meat & Livestock Australia to contest the happiness ranking.
- After Australia slipped in March last year, Australian Lamb commissioned YouGov Plc. to poll more than 1,000 Aussies in late November to contest the World Happiness Index ranking.
- The YouGov Plc. poll found 74 per cent of Aussies are happy most days with an average score of 7.3 out of 10, MLA's Nathan Low said this reflects outdoor life and friendly people.
- Framing the lamb as a cultural fix, Australian Lamb campaign messaging repositions the humble lamb chop as the 'saviour' of togetherness while using humour and camaraderie to boost national spirit.
- Questioning the obvious, the commercial's montage and stunt use eccentric imagery to challenge Australia's 'endless beaches, adorable animals, and months of sunshine' happiness assumption.
13 Articles
13 Articles
This Year’s Australian Lamb Campaign Takes on the World Happiness Index
Australian lamb has been known to bridge generation gaps. And this year's video from Meat & Livestock Australia tackles happiness. In 2025, the land of Oz dropped out of the top 10 in the World Happiness Index, falling to No. 11. MLA polled Australians and 75 percent responded that they are happy most days—or all
Australian Lamb campaign takes aim at missed happiness rankings
Australian Lamb has returned with its annual summer campaign, and this time it’s taking a dig at our slide out of the world’s 10 happiest countries list. Created by Droga5 ANZ, part of Accenture Song, the new push responds to Australia slipping to 11th place in the World Happiness Report last year, marking the first time the country has fallen outside the top 10. The film, directed by Dave Wood from Good Oil, sets out to prove Australians are ha…
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