With Australia Day continuing to be a hot topic debated across the country, we thought we’d take a look at one of the most successful marketing campaigns around the occasion. The Annual Summer Lamb has been in production since 2005 and continues to divide opinion, though the success cannot be denied when looking at the campaign purely from an exposure perspective. News outlets across the world are known to feature the ad (for free!) as the campaign has successfully become a legitimate news story in it’s own right. Not to mention the viral exposure the ad generates each year, a quick look over at the We Love Our Lamb youtube channel and the 2016 version has 2.6 million views, last years is currently at 1.3 million views and the 2018 Lamb Side Story has almost reached 700,000 views before Australia Day.

As difficult and delicate as the topic is, Prime Minister Malcolm Turnbull was quoted saying “We recognise the complexities and challenges of our history. But on Australia Day, we recognise the greatness of our achievement as Australians”. For what it’s worth we can’t change the past but we can be mindful of how events and celebrations are perceived by different cultures, at the end of the day Australia is a great place to live and it would be great if there was a date we could all support and celebrate as one. In the mean time, here’s a look at the past 5 years of one of the most successful advertising campaigns centered around a National event. Because politics is something we know little about, marketing on the other hand we can appreciate that…