Aussie Day lamb ad boosts sales, ticks off vegans
AUSTRALIA Day advertisement Commence Operation Boomerang has been a boon for butchers but has drawn criticism from Toowoomba vegans.
The humorous ad features SBS newsreader Lee Lin Chin and "Lambassador" Sam Kekovich who embark on 'Operation Boomerang' - their mission to save Australians abroad from going without the essential lamb barbecue on Australia Day.
Sponsored by Meat & Livestock Australia, the controversial ad which promotes lamb, has led to about 300 complaints being submitted to the Advertising Standards Bureau since the ad was launched on Sunday.
An MLA spokesman said there was a 35 per cent increase in lamb sales in the lead up to last year's Australia Day and it hoped to exceed that this year.
Toowoomba butchers welcomed the ad, but said they had yet to feel an impact.
Westridge Meats manager Luke Jensen said barbecue meats were particularly popular on Australia day.
But the ad, which lambasts vegans was criticised by some in Toowoomba.
Francine Fishpaw said it sickened her.
"It's right up there with Steggles' lowly marketing with their chicken ad saying 'It's okay if you don't like chicken, we understand you're not normal'.
"It's simply targeting and mocking people who don't believe meat is great."
Janette Mary Oliva said it was a terribly rude and violent ad.
"I'm surprised even people who eat meat would think this is appropriate for Australia Day."
David Hearne said while he wouldn't lose any sleep over it, the day vegans ceased to speak up as a marginalised minority group would be the day they accepted ridicule as the social norm.
"It's not okay for the meat and livestock industry to vilify us when they are the villains.
"Have lodged a complaint citing two breaches and have moved on (so much to do, can't let these morons slow us down)."
Donna Battams said she loved that the word vegan was being used.
"It's making it more obvious that the meat industry is scrambling. Common sense people will recognise the bully tactics and an idiot journalist who is more into herself than anything else in the world is showing her colours."