MLA’s blockbuster Summer Lamb commercial via Droga5 takes on the World Happiness Index
Australia: Meat & Livestock Australia (MLA) has unveiled its annual Summer Lamb Campaign via Droga5, celebrating lamb as the dish that brings Australians together.
This year’s blockbuster spot, directed by Dave Wood via Good Oil, tackles the news that Australia has slipped to 11th place on the World Happiness Index last year. However, it is proven through the work of Lambassador Sam Kekovich that nothing captures true Aussie happiness better than sharing delicious Australian lamb.
This year’s campaign shines a light on the unmistakable Aussie way of life. From sausage sizzles that bring people together to ducking into the shops in your swimmers, reminding us that happiness is not about rankings, but about togetherness, the outdoors, and sharing a good lamb meal.
To support the campaign, MLA conducted its own Australian Happiness Census, polling real Australians nationwide.
The results show that three in four Australians say they are happy most days or always, with millennials leading the way at 85%.
Eating lamb was found to correlate with an increase in happiness compared to non‑lamb eaters, with half of Australians believing lamb should be a weekly ritual. Roast leg of lamb topped the list of favourite dishes, followed by chops and cutlets.
According to MLA’s General Manager for Marketing and Insights, Nathan Low, the campaign is about more than just advertising lamb: “The Summer Lamb Campaign has become a tradition that Australians look forward to every year.
“It’s more than just an ad, it’s part of our cultural calendar, a moment that sparks conversation during Summer. Just as summer means cricket, beaches and barbecues, it also means lamb on the table. This campaign celebrates that shared ritual and reinforces lamb as a symbol of connection, pride, and the Australian way of life.”
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officers: Damon Stapleton & Barbara Humphries
Chief Client Officer: Belinda Drew
Executive Creative Directors: Hugh Gurney & Joe Sibley
Creative Directors: Thomas Gledhill & Lennie Galloway
Senior Copywriter: Liam Jenkins
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Producer: Izzy Robertson
Head of Effectiveness: Kit LansdellBusiness Director: Harrison Stone
Business Manager: Matthew Stafford
Designer: Kamron Lyons
Production Company: Good Oil
Director: Dave Wood
Executive Producer/Partner: Sam Long
Producer: Catherine Warner
DOP: Earle Dresner
Production Designer: Jeremy Fuller
Casting: Peta Einberg
Post Production: ARC
Editor: Harrison Carr
Assistant Editor: Liam James
Grade: Ben Eagleton
Online: Jesse Meha
Producer: Cheryn Frost
Archive: Savage Archive
Audio Production: MassiveMusic
Head of Creative Production APAC: Katrina Aquilia
Sound Design: Simon Kane
Music Composition: Haydn Walker
Media Agency: UM
Phil Ely, Senior Strategy & Planning Director
Sharyn Keller, Client Partner
Ann-Maree Mulders, Senior Creative Connections Director
PR, Social and Influencer Agency: one green bean
Managing Partner: Lauren Bailey
Senior Account Director: Molly Dodwell
Account Director: Amy McCann
Senior Account Manager (PR): Alexandra Moy
Account Manager (Influencer): Caoilfhionn Blaney
Account Manager (Social): Sarah Hutt