30% of Australians are more likely to purchase lamb after watching MLA's Summer Lamb Campaign

Earlier this month, Meat & Livestock Australia (MLA) released its annual Summer Lamb Campaign. Recent YouGov surveys data has found that, despite the ad poking fun at differences between the generations, most viewers responded positively. 32% of all viewers claimed they were more likely to purchase lamb after watching the commercial.

This advertisement looks at the gap between generations, ‘bridging’ a literal chasm between Gen Z, Millennials, Gen X and Baby Boomers.

YouGov’s data found that the commercial sat very favourably with the youngest depicted generation. 74% of Gen Z found the ad appealing, a number that was only matched by Gen X, also at 74%. At 69%, less Millennials shared this view, and Baby Boomers were the least likely to find it appealing, at 61%.

Even though Millennials found the ad less appealing, they were the generation most likely to say they would now buy lamb (at 38%), as a result of viewing the commercial, compared to 44% who said they were unaffected.

Gen X members also appeared to be influenced by the ad with 36% saying they would be more likely to buy lamb meat after seeing the advertisement. 51% of Gen X said they were unaffected.

Less than three in ten Gen Z (29%) and Baby Boomers (27%) said they’d be more likely to buy lamb meat. This is compared to more than half who said it would have no impact on their purchasing decisions (56% and 61% respectively).

Millennials were the most likely to find this ad personally relevant, as expressed by 62% of the generation.

Gen X also thought the ad was relevant, at 57%, followed by Gen Z at 53% and Baby Boomers at 50%.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 11-15 January 2024, with a national representative sample of 1,010 adults (aged 18+ years) in Australia, using a questionnaire designed by YouGov. Data has been weighted by age, gender, and region to be representative of all adults in Australia (18 years or older), and to reflect the latest Australian Bureau of Statistics (ABS) population estimates.