We Love Our Lamb Advert  The We Love Our Lamb Campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004 that focuses on issues concerning lamb consumption primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernize the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralize mainstream cuts and attempted to rekindle consumer demands by appealing to families. The subsequent 'We Love our Lamb' was aimed at becoming Australia's national meat. The campaign is a continuation strategy – a method of scheduling advertising at regular intervals – that established itself in 1999 to promote and celebrate lamb in conjunction with Australia Day. The campaign sought to position lamb as the 'national meat' on Australia Day in order to suggest an affiliation between lamb and the barbecues that are historically associated with the end-of-summer holiday. Since 1999, Meat and Livestock Australia has worked with Australian marketing and communications agency The Monkeys, along with other specialised consultants, to run the campaign on a yearly basis. In more recent times, the campaign has become well known due to its familiar brand of tongue-in-cheek humor and its use of Sam Kekovich, an ex-AFL footballer who has been positioned as Australia's 'Lambassador.' The overall purpose of the MLA 'We love our Lamb' campaign is to drive the consumer demand and sales for Australian lamb. It extends this notion by promoting Lamb as Australia's national dish that everyone can come together and enjoy. As well as the advertisement that runs across platforms spanning from television, online and across social media channels, the 'We Love our Lamb' campaign continues to utilise several other elements in order to ensure they keep meeting consumer demand. Such platforms include outdoor advertising, a variety of product-focused point-of-sale promotions across retailers and an ongoing media broadcast partnership with Channel Nine including promotion throughout Channel Nine's Summer of Cricket. The domestic marketing campaign remains the largest market for Australian Lamb consumption, with lamb contributing to a low purchase frequency in relation to its counterparts. Reportedly, these campaigns are important to securing continued and ongoing support for lamb for consumers, retailers and foodservices. Historically, the MLA Lamb campaign was seasonal in its approach – with marketing restricted to Spring – when product supply, demand and quality was at its best. With advancements in supply chains and production methods, high-quality lamb became readily available all year round.