Building on the long established We Love Our Lamb brand position of unity and inclusivity, the new integrated campaign inspires people to put aside their differences, big and small, and come together over Lamb this summer.

In previous years, the controversial Australia Day advertisements have prompted controversy.

The 2016 ad was criticised for inciting hatred towards vegans while members of the 2017 ad described it as offensive.

The 2018 campaign launches with a new long-form advertisement, which sees a modern day Lamb barbecue get a Broadway musical makeover.

With the stage set, Australia’s diverse opinions go head to head, before ultimately showing that Lamb is the one thing that brings everyone together.

MLA Chief Marketing & Communications Officer Lisa Sharp said this year’s campaign built on the highly successful theme of unity, as per previous Lamb campaigns, and in doing so put Australian Lamb at the centre of our nation’s table this summer.

“Lamb as a brand stands for inclusivity and this latest campaign shines a light on what unites us rather than divides us,” Ms Sharp said.

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“In true Aussie spirit we are celebrating freedom of choice, freedom of speech and our nation’s ability to put aside our differences and join together over a Lamb barbecue, the meat that brings everyone to the table.

“Our marketing is driven by deep consumer insights. We know Lamb is seen as the perfect protein for sharing and for special occasions and we aim to reach even more consumers by making sure Lamb is relevant to a diverse, modern Australia.

“And most importantly, our marketing activities are designed to showcase the quality and versatility of Australian Lamb and return value to levy payers by further growing demand for the product.”