Mr Kekovich goes to the United Nations

BMF’s latest Australia Day TV ad for Meat & Livestock Australia has been unveiled, this time featuring Sam Kekovich addressing the United Nations.

The ad is part of MLA’s latest marketing push to get consumers to eat lamb – for the first time taking its message overseas in a bid to make January 26 ‘International Australia Day’.

Last week Kekovich began his crusade, flying to the US to visit the UN headquarters in New York and Hollywood.

Kekovick has so far met with US businessman Donald Trump, posting a picture up on Twitter.

His tour is being followed by Seven’s Sunrise programme and he is also documenting his travels on Twitter and Facebook.

The annual Kekovich Australia Day address first launched in 2005 and has previously attracted complaints from consumers.

The release of the ad follows the international uproar over an Australian-produced KFC TV ad that was posted on YouTube. KFC was subsequently forced to remove the ad from Australian TV after US critics accused it of being “racist”.

The ad had been running locally for almost three weeks and the Advertising Standards Bureau said it had not attracted any complaints until the backlash erupted in overseas media.


  • Advertising Agency: BMF
  • Production Company: Jungle Boys
  • Post Production Company: Jungle Boys / Emerald City Design
  • Sound: Sound Reservoir
  • Client: Meat & Livestock Australia
  • Media Agency: Universal McCann
  • PR Agency: Hausmann Communications

Meat & Livestock Australia TV ad – 2005

Meat & Livestock Australia TV ad – 2006

Meat & Livestock Australia TV ad – 2007

Meat & Livestock Australia TV ad – 2008

Meat & Livestock Australia TV ad – 2009


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