lamb - unAustralian

Lamb used to be a cheap family filler, and certainly not an automatic choice on the Australia Day barbie. Over the past 8 years, Sam Kekovich has told Australians it would be unAustralian to eat anything else on our national day. The integrated campaign has used an extensive variety of channels inc. film, radio, print, outdoor, online, in-program TV content, POS and ambient. It has made lamb our national meat and, in the process, created a new Australian tradition. Lamb is to Australia Day, what turkey is to Xmas. It's also broken sales record year after year, and earned tens of millions of dollars in unpaid media and PR for lamb.

AUSTRALIA DAY 2005
The Lamb Australia Day campaign was traditionally a radio ad. On not much more of a budget than that, we managed to shoot the first Sam Kekovich ad.
Our response to the vegetarian lobby and others who took the whole thing a bit too seriously.
AUSTRALIA DAY 2006
After the Cronulla riots, the follow-up ad was aimed at bringing the nation together over the barbie.
POS 2006
VOTE LAMB 2007
In an election year, Sam’s presidential persona made the logical next step an election theme. We used media unexpected for the meat category, including roadblocking an entire ad break with a 3-minute Address to the Nation,15-second tactical election-style TVCs, radio, an online microsite and political posters at POS and even in people’s front yards.
Vote Lamb Australia Day 2007 Radio address
AUSTRALIA WEEK
After 3 years of telling people to eat lamb on Australia Day, Sam Kekovich had a better idea: Australia Week. Sam hit the campaign trail with a 90-second TVC, POS materials, in store petitions, a national tour, and 6 state-based rants. We partnered with Channel 7 to produce daily comment pieces during the Australian Tennis Open, and content-rich video banners across various Yahoo7! tennis and sport websites.(with apologies to former NZ PM Helen Clark).
BEING SAM KEKOVICH 2009
Sam realised he couldn't fight unAustralianism alone, so he urged all Australians to be like him.
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