Patriotic push pumps Australia Day lamb

01-02-2010 | Greg Sweetnam

Australia's quirky lamb promotion surrounding its national day has continued to boost sales of the meat.
Six years after Australians were first introduced to the views of Sam Kekovich, the country's official "Lambassador", industry figures show domestic sales of lamb climbed 7% last year.
Meat & Livestock Australia and the country's cultural and consumer commentators attribute the rise to the offbeat and often controversial marketing campaign fronted by Kekovich who challenges Australians to do their patriotic duty and eat lamb on Australia Day, January 26.
"Eating lamb on Australia Day is a tradition for Australians, with the week leading up to our national day now the highest retail lamb trading week of the year," said David Thomason, MLA general manager of marketing.
"The campaign, successfully fronted by Sam, ensures lamb is the centrepiece of barbecues nationwide each Australia Day and the positive effect on sales flows on throughout the year, which is great news for the lamb industry.
"Even though demand is currently at a record high and supply is tight we must continue to keep lamb top of mind with Australian consumers via regular promotional activity, otherwise we risk it falling off meal repertoires."
Last year Australians spent a record $2.2 billion with lamb edging out other meat cuts and prawns for a spot on the barbie on the national day.
Prawns became a serious barbecue option after another successful advertising campaign in which actor Paul Hogan promised during the peak of Crocodile Dundee fame to throw "another shrimp on the barbie" for Americans that might visit.
This year the eat lamb message went global and was endorsed by US billionaire Donald Trump.
"I really like the idea of taking your national day of pride - which has become an opportunity for Aussies everywhere to bond over a lamb barbecue - and grow it to a global day of peace and goodwill. I think it's a great idea," Trump told Kekovich. "I would hire you so fast. With you by my side, we could change the world."
Key to the campaign is Kekovich's cry that not eating lamb on January 26 is unAustralian.
"Our world would be a much better place if it were more Australian. If we all came together as mates over a lamb barbie - just as we do Down Under," Kekovich told the world this year.
The campaign has also been supported with a Twitter page and nationalist war-style posters calling Australians to arms and to take up their lamb for the good of the country. There was also television advertising and an overseas tour to New York and Los Angeles to promote world peace and lamb consumption.
Woolworths stores in Victoria reported in the lead-up to Australia Day their sales of mini lamb roasts spiked by 189% and half legs of lamb by 93%. Lamb chops and cutlets were the most popular choice of meat.

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