Australia Day is almost upon us and that means one of the biggest days for lamb consumption in the country. It also means one of the most engaging commercial advertisements to release each year is here – Meat & Livestock Australia’s (MLA) Lamb ad.
For those outside of Australia that may not be familiar with the annual Summer Lamb Campaign, each January the MLA release an amusing new take on how lamb is the protein that brings Aussies together.
Since 1999 when the MLA began the “We Love Our Lamb” campaign, the lamb ads have starred iconic Australians. This year’s ad, which runs across platforms spanning television, online and social media channels, is the 20th to feature lively sports commentator and former AFL player Sam Kekovich.
The 2025 ad takes aim at the odd things people say to each other in the comment section and features 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube.
As usual, the ad ends with an appeal by “lambassador” Sam Kekovich for everyone to put aside their differences and unite, this time saying, “Come on everyone, get out of the comments, and into the cutlets.”
Photo Source: Food Files – delicous.com.au
Trade marks and brand licensing
The ad campaign started as a way to raise consumer demand and sales for Australian lamb.
The Aussie Beef & Lamb brand (pictured below) is used to promote Australian red meat in export markets.
Source: Aussie Beef & Lamb Trade Mark Program | Aussie Beef & Lamb | Australia
The Aussie Beef, Lamb, Goat, Veal and Genki tagline (Japanese) trade marks are owned by MEAT & LIVESTOCK AUSTRALIA LIMITED. Businesses that wish to use the Aussie Beef, Lamb & Goat trade mark logo must apply for an Aussie Beef, Lamb & Goat trade mark licence.
Trade mark licensing gives a licensee the right to use, but not own, a trade mark. This allows the owner to retain ownership of the trade mark and profit from allowing its use by another entity.
To be an eligible licensee of the abovementioned trade narks, companies may be either:
- Australian companies – Australian red meat exporters or brand owners with an ABN; or
- International companies – Importers, manufacturers, processors, wholesalers, retailers, and/or foodservice companies that source Australian red meat products from Australian red meat exporters or brand owners.
A trade mark owner must exercise control over the use of the trade mark by the licensee. This means the trade mark owner might control the standard of quality of the goods being sold under the trade mark. This is the case with the Aussie Beef & Lamb brand trade marks which are a country of origin endorsement for Australian red meat products in international markets.
Licensees can also benefit from the following rights unless otherwise agreed:
- They may use the trade mark as registered;
- They may commence infringement proceedings to protect the trade mark;
- They may lodge an objection notice with Customs to prevent infringing goods being imported into Australia.
If you have questions about licensing, please contact our trade mark attorneys to discuss the best options for your goods and/or services.
