The highly anticipated annual summer Australian Lamb ad is back! This year, the campaign tackles a surprising headline: for the first time ever, Australia dropped out of the top 10 in the World’s Happiest Countries List, landing in 11th place.
However, Australian Lamb believes the global index misses what truly makes us “Aussie happy.” This year’s ad celebrates the unmistakable Australian way of life, from sausage sizzles at the local hardware store to popping into the shops in your swimmers. It’s a reminder that happiness isn’t about international rankings; it’s about togetherness, the outdoors, and sharing a lamb BBQ with friends and family.
The Australian Happiness Census: What Makes Aussies Happy?
To prove the global rankings wrong, Australian Lamb conducted its own National Australian Happiness Census. The research found that Australians are actually a very happy bunch:
- 74% of Aussies report feeling happy most days or always.
- Millennials are leading the way, with 85% reporting consistent happiness.
- The average happiness score across the population is a solid 7.3 out of 10.
The research identified the top “happiness boosters” in Australia as spending time outdoors, our friendly community, and our stunning nature and wildlife.
Why Eating Lamb Makes You Happier
According to the census, there is a direct correlation between enjoying a meal and feeling good. Those who eat lamb are 0.6 points happier than those who don’t.
- 49% of Australians believe eating lamb should be a weekly ritual.
- The Roast Leg of Lamb is the top choice for happy Aussies (52%).
- Lamb chops (42%) and cutlets (39%) follow closely behind.
Aussie Culture and Quirks
The research also highlighted the unique cultural etiquette that global indexes might overlook. For example, while 41% of people find the term “Cupcake” potentially offensive, “Mate” and “Legend” remain foolproof favourites, with only 7% seeing them as a no-go.
“At first glance, the World Happiness Index might suggest Australians have lost their spark,” says Nathan Low, General Manager for Marketing and Insights at MLA. “But our research tells a different story. Happiness here is about shared experiences and the simple joys that make life distinctly Aussie. Nothing brings people together like an epic lamb BBQ.”
Watch the New Australian Lamb Ad
Ready to see the “Aussie way of happiness” in action? You can watch the full film on the Australian Lamb YouTube page or visit www.australianlamb.com.au for more content and recipes.
