Australian meat farmers skewer stereotypes, lamb with Operation Boomerang campaign

Australia has skewered plenty of national stereotypes, plus some juicy-looking barbecued lamb, and fired-up social media with its latest Australia Day advertisement for local lamb.

Meat and Livestock Australia (MLA), a producer-owned non-profit body, has been running media campaigns promoting Australian meat for the past 13 years, including a long-running series of advertisements around the Jan. 26 national holiday.

This year MLA's Australia Day campaign, called "You Never Lamb Alone," features sharp-witted newsreader Lee Lin Chin spearheading a so-called Operation Boomerang to rescue Australians - including cricketer Mitchell Johnson and rugby captain Stephen Moore - from overseas locations so they can be home to throw some lamb chops on the barbie on the holiday.

Former Aussie Rules football player and long-time Australian "Lambassador" Sam Kekovich also makes a return in this year's campaign.

Stereotypes, including Brooklyn hipsters, Japanese salarymen, warm-beer-drinking Brits and, of course, gung-ho "Austrayans," are nailed along the way.

Aussies have, largely, baaaa-cked the campaign, with praise on Twitter.

Sam Kekovich at a public appearance to promote the 2007 Vote Lamb campaign for the MLA.
John Stanton | WireImage | Getty Images
Sam Kekovich at a public appearance to promote the 2007 Vote Lamb campaign for the MLA.

In an interview with Australian news site, Kekovich said he was keen to keep politics out of Australia Day conversations, and lamb was the day to do it.

"At the end of the day, Australia Day is about a bunch of people coming together around a barbecue, over some lamb, taking a deep breath, and treating people the way you'd like to be treated," Kekovich said.

"Lamb just brings people together. All your family, all your mates. That's really what Australia Day is about."

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