MEAT & Livestock Australia is attempting to do for lamb in spring what Sam Kekovich has done for sales of the meat around Australia Day.
The latest ad in a long-running campaign attempts to more closely align spring with lamb in the minds of Australian shoppers.
Like others before it the new ad from MLA's long-standing ad agency BMF is a parody, this time of the fashion industry.
The new ad invites viewers to ''get a taste of spring glamb'' and features models wearing flowers and other spring motifs and wearing creations by Cutlet Dinnerigin and Carva Lambpattie - humorous plays on the names of famous fashion designers.
Spring, Mother's Day and Australia Day are key events in the ''lamb calendar'', said Glen Feist, MLA's new general manager of marketing, and can deliver sales spikes of up to eight per cent.
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