A new quirky advertisement by Meat & Livestock Australia shows a table full of Gods, Goddesses and Prophets eating lamb around the table.
The Australian meat body said it wants to position lamb as the meat more people can eat "regardless of their religious beliefs, background or dietary requirements".
Group Marketing Manager Andrew Howie said the new campaign continues under the ‘You Never Lamb Alone’ banner and shows "no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is lamb."
“We know that lamb has been the meat that brings everyone together for decades, and what better way to celebrate the product than over a modern spring barbecue,” Mr Howie said.
“Our marketing aims to reach more consumers by making Lamb more relevant to a diverse, modern Australia. This time around we are highlighting the diversity of religious beliefs, backgrounds and dietary requirements in modern Australia.
“Ultimately, our marketing activities are designed to showcase quality Australian Lamb and return value to levy-payers by growing the demand for the product.”
Love Lamb Week
The advert comes at a time when the UK is celebrating Love Lamb Week, running from September 1 to 7.
The week is being organised by farming organisations, the AHDB, the National Sheep Association and supported by the NFU.
It has been revealed that latest statistics show imports of sheep meat from New Zealand have declined while UK production has increased.
In the first six months of 2017 UK sheep meat production increased to 137,000 tonnes, five per cent more than last year.
But farmers have recently said that 'time is ticking for lamb', who say fewer people have been regularly eating the meat over the past 15 years.
