Australians have long been known for their love of summer — sun, beaches, cricket, and barbecues. But this year, Meat & Livestock Australia (MLA) is taking that spirit a step further with its blockbuster Summer Lamb campaign via creative agency Droga5 ANZ. Instead of a straightforward product ad, this campaign tackles a global topic with local flavor: the World Happiness Index, and what it really means to be “happy.”
This year’s star is the annual Summer Lamb commercial, directed by Dave Wood from Good Oil, which cheekily responds to Australia’s drop to 11th place on the World Happiness Index. MLA leans into the idea that happiness is far more than a number — it’s about togetherness, simple joys, and shared experiences. And nothing captures those moments better than gathering around an Aussie lamb feast.
To support the message, MLA even commissioned its own Australian Happiness Census, surveying people across the country. The results showed that three in four Australians report feeling happy most days or always, with millennials leading the way. The research also found that people who enjoy lamb regularly tend to report higher happiness — proving that sometimes cultural rituals matter more than global rankings.
But this ad isn’t just a fun take on BBQ culture — it’s a celebration of the unmistakable Aussie way of life. From pop-in visits to the store in swimmers to neighborhood sausage sizzles, the film highlights the everyday moments that bring people together. MLA’s general manager for marketing and insights, Nathan Low, says the campaign has become a summer tradition, sparking conversation and reinforcing lamb as a symbol of unity, pride, and joy.
Beyond the laughs and delicious imagery, the campaign subtly reminds us that happiness isn’t something experts can measure with a formula. It’s shaped by community, shared meals, and the laughter around a backyard grill. In a world chasing lists and ranks, Australia’s Summer Lamb ad invites us to pause, gather our loved ones, and savor what truly makes life sweet — one lamb chop at a time.
