Australia Day '10
If you don’t eat Lamb on Australia Day, you’re unAustralian - that’s what footy legend Sam Kekovich has been telling Aussies for the past 5 years.
In his sixth year, it was time for Sam to take his Lamb message to the world. He strutted the world stage, speaking to Tanzanian diplomats, schoolchildren, average Americans, stealing Jackie Chan’s thunder, and chewing the fat with Donald Trump. The 33,000km tour was documented in daily segments on Australia’s leading breakfast show and current affairs programs, and online (including YouTube and social media) and was supported in point of sale.
All of this campaign activity led to Australians consuming Lamb in record numbers. Even after five years, the campaign achieved retail sales growth of up to 30% compared to last year. The week leading up to Australia Day is now the biggest Lamb sales week of the year.