Sam Kekovich tells parents to teach kids to be ‘chop-munchers’ in annual Australia Day message

Sam Kekovich is back with his annual Australia Day address as Meat & Livestock Australia’s “lambassador”, urging parents to teach their offspring that lamb is the official dish for Australians, and features a giant baby stomping someone asking for tofu.

The newest campaign, from BMF, sees Kekovic telling parents its their job and duty as Australian parents to “educate the new generation of the perils of a lamb-less life” and to “teach those little ankle-biters to be chop-munchers”.

MLA marketing manager Andrew Cox said in a statement: “The consumption of Lamb on our national day has practically become a cultural expectation thanks to Sam’s decade long crusade. This year we are encouraging Aussie parents to keep it that way by setting the right example for the next generation.”

The ad sees Kekovich take a swipe at the last remaining Wiggle, criticise the long-debate surrounding the education policy Gonski and give a child wearing a “Vegan for life” singlet a barbecued lamb chop.

The campaign is supported with recipe-dispensing panels in shopping centres, online video content, social media and an app which allows users to become Honourary Lambassadors “and create their very own Sam-like rant”.

Last years Australia Day MLA campaign saw Kekovich struggle with “Lambnesia” after suffering a head injury. The MLA frontman hallucinated about rugby players in tutus, getting his fingernails painted and dancing Gangnam Style.


  • Executive Creative Directors: Carlos Alija & Laura Sampedro
  • Creative Founder: Warren Brown
  • Creative Team: Andie Graham, James Beswick, Janet Szabados
  • Interaction Design Lead: Nev Fordyce
  • Managing Partner: Stephen McArdle
  • Head of Account Management: Lisa Ramsey
  • Account Director: Kelly Howard
  • Account Manager: Simon Starr
  • Account Executive: Megan Mabin
  • Planning: Thomasine Burnap
  • Agency Producer: Jenny Lee-Archer, Sue Hind
  • Director: Scott Pickett
  • Production Company: Jungleboys
  • Producer: Nick Simkins
  • Post Production: David Mosqueda, White Chocolate
  • DOP: Anna Howard
  • Editor: Paul Swain, Jungleboys
  • Sound Studio/Engineer: Andrew Stevenson/We Love Jam
  • Music/Composer: Hylton Mowday/We Love Jam
  • Designers: Matthew Hughes
  • Digital Project Manager: Jo Cooper
  • Technical Director: Mark Ellis
  • Photographer: Mat Baker
  • Print Producer: Karen Liddle
  • Art Buyer: Basir Salleh
  • Head of Art: Siân Binder

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