Sam Kekovich poses for photos with a lamb chop for a previous lamb advertising campaign. He's back again in the latest MLA ad. Photo: AAP Image
Australian beef and lamb have joined forces for the first time in a new push to drive consumption during summer.
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In a new marketing campaign by Meat & Livestock Australia, these two iconic red meats are pairing up to highlight the great opportunity for shoppers to purchase beef and lamb.
The ad features iconic ‘lambassador’ and ex-AFL star, Sam Kekovich, and Broncos and Maroons legend Sam Thaiday, representing beef, with the pair putting aside their differences in football codes to promote their shared love of Aussie red meats.
MLA managing director Jason Strong, who will leave the position on December 22, said the advertisement was an addition to the existing beef and lamb campaign calendar and was developed to support the industry at a time when saleyard prices had declined through a large part of 2023.
“There has been good news in the last few weeks with some areas receiving decent rain and a lift in saleyard prices — but producers have also experienced a dry winter and saleyard prices remain below 10-year averages,” Mr Strong said.
“This new ad is helping us reach out to Australian shoppers to illustrate that red meat is great value. Now is a great time to pick up some Australian beef and lamb.
“They are both delicious.”
Mr Strong said that there had been an increasing number of consumers looking to purchase beef and lamb in recent weeks.
“Even before we hit summer, we’ve seen retail prices fall and purchases soar,” he said.
Data from MLA via NielsenIQ Homescan shows that in the 12 weeks to November 5, the retail price for lamb fell 13.6 per cent and beef fell 6.4 per cent.
“This has led to a surge in volume purchased at this time, with lamb up 17.2 per cent and beef up 7.7 per cent,” Mr Strong said.
He expected this to continue through December towards Christmas.
MLA managing director Jason Strong will leave the organisation at Christmas.
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After nearly five years as MLA’s managing director, Jason Strong has resigned and will leave the organisation on December 22.
Mr Strong said it had been a privilege to lead MLA for nearly five years and now was a good time to create an opportunity for the next leaders of MLA.
“We have just completed a very successful MLA Updates event in Bendigo,” he said.
“It demonstrated so many good things that MLA has done and are doing to support the Australian red meat and livestock industry. We are about to commence the development of the final year Annual Investment Plan of the current strategic plan and early next year we will be developing the next five-year plan.
“We have a great team and it will be good timing at Christmas to step aside and give the other leaders in the business the opportunity to develop and own those plans.”
MLA chair Alan Beckett thanked Mr Strong for his service to MLA, both in his current role as managing director and his numerous other roles domestically and internationally over a period that first started alongside the creation of MLA 25 years ago.
“Jason’s knowledge of and commitment to the industry is exceptional,” Mr Beckett said.
MLA chief operating officer Andrew Ferguson will be interim managing director until a new appointment is made.
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