Sam Kekovich heads up MLA’s latest summer lamb ad campaign. Photo: MLA

AUSTRALIAN Lamb and Meat & Livestock Australia have released this year’s summer lamb ad, targeting the ever-widening generation gap between Australians of all ages.

From stubborn baby boomers and delusional millennials to vain gen Zs and neglected gen Xs, each generation has become the worst version of themselves, until a lamb barbeque unites a divided Australia.

Graeme Yardy, domestic market manager at MLA said: “Stereotypes would have us believe that the generations are practically different species. Apparently, boomers are unable to master the basics of technology while gen Zs spend every waking moment making TikTok dances and millennials spend too much on avocado toast and craft beer,” Mr Yardy said.

“However, there is much more that unites than separates us, and that’s what this year’s summer lamb campaign is all about.

“Whether it’s a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together, and what better way to break down the generational divide than over some Australian lamb, the ultimate unifier.”

The advertisement has coincided with a decline in retail lamb prices. Data from NielsenIQ HomeScan to 3 December 2023, shows a 17.5pc reduction in the price consumers are paying for lamb compared to a year ago, which is supporting a 22.9pc increase in volume of lamb purchased at the cash register.

The full-length ad premiered during the evening news of Seven and Nine on the 7th of January, followed by a rollout across free to air and subscription TV nationally. It will also be seen across TV, online, catch-up TV, paid social and retail out-of-home channels.

Source: Meat & Livestock Australia