Post-Christmas, there’s no tradition more anticipated than the release of the annual lamb ad.

Each year, Meat and Livestock Australia sends out a searing roast in honour of the Aussiest of meats – lamb.

This year’s campaign, “The Lost Country of the Pacific” celebrates Australia reuniting with the rest of the world after years of isolation.

The new ad reflects upon how Australia has become isolated from the rest of the world due to strict international border closures during the pandemic.

MLA Domestic Market Manager, Graeme Yardy, said the advert was a reminder that Australia is a country not to be forgotten and we see heart-warming reunions as returning travellers make their way back to sunnier climates and lamb barbies.

“Each year the ‘Share the Lamb’ brand gives us a great opportunity to showcase how the unmistakeable flavour and aroma of lamb brings Aussie’s together, even through the very toughest of times. In 2021 we were all about breaking down state borders, but this year we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian Lamb,” Mr Yardy said.

To support the campaign, hospitality groups Seagrass Boutique Hospitality Group, Australian Venue Co. and Pegasus Leisure Group will be showcasing a special lamb menu across their many venues.

Mr Yardy said last year’s Make Lamb Not Walls campaign was a tough act to follow as one of MLA’s most effective to date.

“The Make Lamb Not Walls campaign saw Aussies buy lamb more often with sales growth increasing by 16.8%, volume per occasion up 5.6%, and purchase frequency up 2.6%,” Mr Yardy said.

“On behalf of Aussie lamb producers, this year’s campaign builds on the success of last years and the team have done a fantastic job at reinforcing the iconic status of lamb as the national dish and remind Australians to purchase and share lamb over summer.”