How Lamb Marketing has a winning formula in New Zealand and Australia and is driving sales!
In a world where food marketing must work harder than ever to capture consumer attention, two lamb campaigns—New Zealand’s National Lamb Day and Australia’s Summer Lamb Campaign—are standing out as powerful case studies in branding, tradition, and consumer engagement.
I recently sat down with Kit Arkwright, CEO of Beef + Lamb New Zealand, and Nathan Low, General Manager of Marketing and Insights at Meat & Livestock Australia, to discuss how these initiatives have evolved, their impact, and what the global meat sector can learn from them.
GMA’s Ash on a GMA Download with Nathan Low and Kit Arkwright
National Lamb Day: A Celebration of Heritage and Industry Pride
National Lamb Day is celebrated on 15 February to mark the anniversary of the first shipment of frozen lamb leaving New Zealand for the UK aboard the Dunedin ship in 1882. This event transformed the country’s food industry.
Unlike traditional sales-driven campaigns, National Lamb Day is an industry-first celebration aimed at rallying farmers, producers, and consumers around the importance of food production.
National Lamb Day website, NZ
Key Features of the 2025 Campaign
A grassroots-led approach that focused on organic engagement, with farmers and food producers leading the charge.
Industry partnerships with AgProud, Rabobank, and FMG helped expand the campaign’s reach.
Strong political and public visibility, including the New Zealand Prime Minister wearing a campaign T-shirt, which elevated the event’s profile.
Widespread media coverage, including national press features and a presence at Eden Park during the opening of Super Rugby Pacific.
Impact:
Although not a commercial campaign, National Lamb Day successfully mobilised the rural sector, creating positive momentum during a challenging economic period for farmers. Engaging a committed base has proved to be an effective strategy for raising awareness without a large marketing budget.
Australia’s Summer Lamb Campaign: A Masterclass in Cultural Branding
Australia’s Summer Lamb Campaign is a high-production marketing initiative that has run since 2005. Originally designed to boost lamb sales in summer, it has now become a national institution.
2025 Highlights
A viral advertisement that humorously tackled online debate culture has now reached 20 million views, making it the second-most watched lamb ad in the campaign’s history! Watch the video here on YouTube
A shift from an Australia Day focus to a longer campaign running from early January to mid-February, allowing restaurants and retailers more time to promote lamb.
Overwhelmingly positive consumer sentiment, with 94 percent of online comments in support of the campaign.
A consistent impact on sales, with the campaign historically driving a five to ten percent increase in lamb sales during its promotional period.
MLA’s 2025 Summer Lamb campaign
Why It Works
Emotional storytelling that connects with humour, nostalgia, and national identity.
Cross-platform engagement that starts with a long-form video on YouTube and expands through TV, cinemas, and digital platforms.
Long-term brand building that has cemented lamb as a summer staple in Australian culture.
Global Collaboration: Is a Unified Lamb Campaign Possible?
Given the success of these campaigns, could a global lamb marketing initiative be on the horizon? Both Arkwright and Low agree that while collaboration is beneficial, it would require a shared challenge or opportunity across markets.
Key Considerations for a Global Campaign
Identifying common barriers and triggers to increasing lamb consumption worldwide.
Leveraging insights from younger consumers, whose preferences are evolving compared to previous generations.
Integrating regional success stories while maintaining authenticity in local markets.
Lessons for the Global Meat Industry
Both campaigns highlight critical marketing principles that can be applied across the red meat sector.
Consistency over time builds lasting consumer habits. Australia’s campaign has demonstrated the power of maintaining a strong, recognisable message.
Emotional connections matter. Food is highly emotive, and campaigns that tap into this through storytelling create stronger engagement.
Mobilising a committed base can drive national awareness without a massive marketing budget. National Lamb Day has shown how grassroots advocacy can create significant industry momentum.
From grassroots advocacy to large-scale cultural branding, lamb marketing is setting the benchmark for how to build consumer engagement and drive demand. These campaigns prove that effective meat marketing is not just about nutrition or sustainability—it is about making food an experience that people want to be part of. We can’t wait to see what the future holds for our colleagues running both of these brilliant campaigns - roll on 2026!