What people are saying about Australia's divisive lamb ad

The latest campaign for lamb features a multicultural party and doesn't mention Australia Day - and opinions about it are divided.

lamb ad

The new lamb ad has divided opinions on social media. Source: YouTube

It's the ad all of Australia is talking about. 

Meat & Livestock Australia (MLA) unveiled their latest lamb campaign, tells the satirical story of how Indigenous Australians met the First Fleet for a beach barbecue.

Subsequent boats belonging to the French, Germans, China, Italians, Greeks, Serbians and New Zealanders all arrive when, just as the multicultural party is kicking into gear, the 'boat people' arrive.

"Hang on, aren't we all boat people?" one person asks.

MLA typically releases a lamb advertisement to time with Australia Day on January 26. This year it did not mention the national day.

For many Indigenous Australians, January 26 is a day that marks the arrival of the British Fleet, and a day about survival.
The reaction on social media has been mixed. Some praised the recognition of Indigenous and multicultural Australians, and references to land rights and 'boat people'.

But others feel that it glosses over the issues many Indigenous people have with Australia Day and the arrival of the Europeans.

And others disliked it specifically because it doesn't mention Australia Day.
In response to the controversy, MLA group marketing manager Andrew Howie said on Thursday: "Ultimately, as the face of Australia continues to evolve and change, we need to make lamb relevant to a diverse, modern Australia. This campaign does that by celebrating the diversity of Australia."

Share
Follow SBS Food
SBS Food is a 24/7 foodie channel for all Australians, with a focus on simple, authentic and everyday food inspiration from cultures everywhere. NSW stream only. Read more about SBS Food
Have a story or comment? Contact Us

SBS Food is a 24/7 foodie channel for all Australians, with a focus on simple, authentic and everyday food inspiration from cultures everywhere. NSW stream only.
Watch nowOn Demand
Follow SBS Food
2 min read

Published

By Alyssa Braithwaite


Share this with family and friends


SBS Food Newsletter

Get your weekly serving. What to cook, the latest food news, exclusive giveaways - straight to your inbox.

By subscribing, you agree to SBS’s terms of service and privacy policy including receiving email updates from SBS.

Download our apps
SBS On Demand
SBS News
SBS Audio

Listen to our podcasts
You know pizza, pasta and tiramisu, but have you tried the Ugly Ducklings of Italian Cuisine?
Everybody eats, but who gets to define what good food is?
Get the latest with our SBS podcasts on your favourite podcast apps.

Watch SBS On Demand
Bring the world to your kitchen

Bring the world to your kitchen

Eat with your eyes: binge on our daily menus on channel 33.