Fri. Jun 14th, 2024

The annual ad for Australian Lamb, traditionally released in the lead up to Australia Day, has again reached a new level of funny with anything deemed ‘un-Australian’ vanishing into ‘an infinite cultural exile from which they can never return’.


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.

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 $12 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. 

Graeme Yardy, Domestic Market Manager at MLA says the point of the latest lamb ad is that what makes Australia great is that we celebrate our differences.

“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.”

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”.

“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,” Mr Yardy said.

“As ever, this campaign is topical, tongue in cheek and positions lamb as the meat of choice to unite us.”

The new ad premiered on Australian television last night, the latest in the annual series that has been running since 2005. The original ad had a very similar theme of ‘nothing worse than being un-Australian’.