Its marketing activities include appearances by "Lambassador" Sam Kekovich.
He is well known for his controversial behaviour, both on and off the field, and most recently for his series of satirical advertisements as the spokesman for Meat and Livestock Australia (MLA) to promote the lamb industry.
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It is used in a humorous TV advertising campaign by Meat and Livestock Australia, in which ex-AFL footballer Sam Kekovich declares that not including lamb in one's diet is "un-Australian".