As Australia’s first Lambassador, Sam petitioned the United Nations to create International Australia Day. Because if the world stopped fighting, and had a lamb barbecue (like we do Down Under) it would be a better place.After a send-off from our agriculture minister, Sam embarked on a 33,581km tour of the USA, meeting Tanzanian diplomats, stealing Jackie Chan’s thunder, and chewing the fat with Donald Trump, and Oprah’s Aussie celebrity chef, Curtis Stone – he even had his own Lamb Rap.

The tour was documented in daily segments on Australia’s leading breakfast television show, current affairs programs and online, and was supported in point of sale.

Australians embraced Sam’s lamb message in an unprecedented fashion.

Sam’s videos were watched online by someone every 22 seconds, with a click-through rate on his UN speech of 85%.

Aussies talked about lamb too.

The campaign earnt over $5.9 million in unpaid media and PR – a 95% increase on last year.’And even after 5 years of breaking sales records, we did it again, with retail sales increases of up to 30% compared to last year.

The week leading up to Australia Day is now the biggest lamb sales week of the year.