$12 for a lettuce? So “Un-Australian”. Australian Lamb is back to challenge the status quo and celebrate what makes us Australian
06 January 2023
Following the launch of the annual summer Australian Lamb ad, Aussie Lamb is back to challenge the term “Un-Australian” and remind the world that it’s all our differences, along with our delicious lamb, that unites us.
Research conducted by Australian Lamb found that almost half (45%) of Aussies have been called out for an “Un-Australian” act, while over half (52%) have used the term to describe someone or something. It seems it is most popular amongst Millennials, with the majority (60%) having called someone or something “Un-Australian” or been called it themselves (59%).
Unsurprisingly perhaps, the rise in living costs over the last 12 months have dominated the list of the most “Un-Australian” things to have happened in 2022. However, aside from the lettuce hitting the headlines, it’s the $34 watermelon causing the most uproar (55%), above both rising rent / property prices (36%) and rising interest rates (32%).
Now though, it seems that these call outs have gone too far. More than half (53%) of Australians believe that the term “Un-Australian” has become so overused in 2022 – it’s hard to know what is or isn’t Australian anymore. Interestingly, more men than women (61% versus 46%) believe this to be the case.
The latest advert from Australian Lamb imagines an alternate reality which sees people being called out for being “Un-Australian” before being banished to “Un-Australia” – an infinite cultural exile.
In the lifeless desert, we meet Aussies who’ve committed offences from switching off the test cricket, eating a meat pie with a knife and fork, to not knowing the second verse to Khe Sanh. When Lambassador Sam Kekovich appears in a cloud of smoke, alongside a sizzling BBQ and perfectly searing lamb, it's clear all this “Un-Australian” accusing has gone too far.
Graeme Yardy, Domestic Market Manager at MLA says: “The use of “Un-Australian” has got out of control, everything from how you eat your pie to having a wedding on Grand Final day is on the chopping block. Chances are you’ll be viewed as “Un-Australian” by someone! What makes Australia great is that we celebrate our differences. Lamb is famous for bringing Aussies together, so what better way to cut through this division and help us come together over these collective differences than with a good lamb BBQ.”
“As ever, this campaign is topical, tongue in cheek and positions lamb as the meat of choice to unite us.”
The research confirmed that our national foods and eating habits are also sacred, with a Bunnings with no sausage sizzle (28%), eating a pie with a knife and fork (27%) and toasting fairy bread (24%) all being called out as “Un-Australian”.
Our behaviours are also not exempt from scrutiny, with some of the top actions deemed “Un-Australian” being:
- Admitting to not knowing who Shane Warne is (47%)
- Having a wedding on Grand Final Day (44%)
- Supporting New Zealand against ANY other team (39%)
- Not knowing who’s playing State of Origin (30%)
This year's ad launched across free to air and subscription TV nationally last night. You can watch the film via the Australian Lamb Facebook and YouTube page or view the content and access delicious lamb recipes at www.australianlamb.com.au
