Meat & Livestock Australia takes on the World Happiness Index through the power of lamb

Meat & Livestock Australia is tapping into Australia’s slide down the World Happiness Index for its annual Summer Lamb campaign, tapping into the idea that true happiness has little to do with global rankings - and everything to do with lamb. 

Launched this week, the latest iteration of the long-running platform sees “Lambassador” Sam Kekovich front a campaign that playfully responds to Australia’s fall to 11th place on the World Happiness Index last year. 

The creative reframes the data point through a distinctly Australian lens, arguing that joy is found less in metrics and more in everyday rituals, from backyard barbecues and sausage sizzles to impromptu trips to the shops in swimmers.

As with previous Summer Lamb executions, the campaign positions lamb as both a product and a cultural symbol, reinforcing its role as a shared summer staple that brings Australians together. 

Nathan Low, general manager of marketing and insights at MLA, said the Summer Lamb campaign has evolved well beyond a traditional advertising play. 

“The Summer Lamb campaign has become a tradition that Australians look forward to every year,” Low said. “It’s more than just an ad - it’s part of our cultural calendar and 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.” 

The campaign also lands at a time when MLA says domestic supply remains strong. Consistent production levels throughout 2025 have ensured lamb is readily available across supermarkets, butchers and foodservice outlets nationwide, supporting MLA’s push to keep lamb front of mind during peak summer consumption. 

Low said Summer Lamb remains one of MLA’s most important initiatives for driving domestic demand and delivering value back to producers.

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

“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.” 

The campaign is now live across channels, with MLA encouraging Australians to once again “Share the Lamb” this summer.