What is this year's Aussie lamb ad about?

It’s that time of year when we start to wonder what the teams at Australian Lamb and Meat & Livestock Australia (MLA) come up with for the summer lamb campaign.

This year’s offering, launched on Sunday night, focuses on lamb’s place in unifying the generation gap.

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

Watch the new Aussie lamb ad above.

MLA Domestic Market Manager Graeme Yardy said stereotypes would have people 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.

“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 annual lamb ad continues to build on Australia’s rising, insatiable appetite for lamb.

Australian shoppers have been increasingly putting lamb in their trolley as retail prices for beef and lamb fall.

Data from NielsenIQ HomeScan to December 3, 2023, shows a 17.5% reduction in the price consumers are paying for lamb compared to a year ago, which is supporting a 22.9% increase in volume of lamb purchased at the cash register.