By leveraging a local consumer insight, creating a great content idea, as well as leveraging the power of our global agency network - we managed to turn an $800,000 media budget into over $6 million worth of independently audited exposure.On completion of the campaign lamb was officially voted Australia’s national dish by a poll released by the No.1 newspaper group in Australia.Most importantly year on year lamb sales rose by up to 30%.

We partnered with Australia’s biggest media network to bring our idea to life. We also used the power of our global network to access US talent for our ‘Lambassador’ to leverage whilst in the Big Apple.The campaign kicked off with a live address to the nation from Sam at the United Nations - broadcast on Australia’s leading prime time current affairs news programme.Sam then discussed Aussie lamb with everyone from a Tanzanian diplomat to Donald Trump himself! All of this content appeared as dedicated daily segments in Sunrise - the No.1 morning news programme in Australia.As Sam’s adventures unfolded, other media picked up on his crusade and further amplified it.

We thoroughly urge you to view our reel – you won’t be disappointed.

Back in 2005, Sam Kekovich began urging Australians to eat more lamb on Australia’s National Day. Over time his annual address to the nation has become one of the most anticipated campaigns in the country. Every year Aussies ask themselves ‘what is Sam going to do next?’.

Australians have always believed that if the world was more Australian it would be a better place. Given that Australia was the only G20 country to dodge a recession, there had never been a better time to start bragging. The perfect time for Sam to take on the world, one lamb chop at a time.Sam became our official ‘Lambassador’. He headed to New York (“GFC” capital of the world) to spread the word on all things Australian, especially Aussie lamb!Like all high profile diplomats he took an entourage of local media with him to capture every moment and report back home.