AUSTRALIA'S Lambassador, Sam Kekovich, has taken the campaign to combat unAustralianism to global proportions this year by proposing that the United Nations declare January 26 ‘International Australia Day’.
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Braving far from ideal barbecue conditions in New York on Monday, Sam fronted up to the UN headquarters to deliver his latest address.
Citing acts of gross unAustralianism from a local to a global scale, this year Sam is calling on the ‘People of the world’ to focus on what truly unites us: lamb.
“What do I-raq and Barack have in common? A rack in their name.
“Is there anyone in the Middle East who doesn’t love a lamb feast? We could revive peace talks and bring everyone back to the table, by renaming the Holy City Jerusa-lamb.
“And as anyone that’s had a curry in Pakistan knows: Islamabad? Of course it bloody well isn’t.”
As part of his campaign, Sam met world-renowned businessman, celebrity entrepreneur and marketing guru Donald Trump in New York who offered his support to the Lambassador’s cause.
“I really like the idea of taking your national day of pride – which has become an opportunity for Aussies everywhere to bond over a lamb barbecue – and grow it to a global day of peace and goodwill. I think it’s a great idea. I would hire you so fast. With you by my side, we could change the world”.
Sam will continue to put his case to business, political and social leaders in New York and Los Angeles in the lead up to January 26.
This is Sam’s sixth year as Australia’s leading lamb advocate for the Australia Day campaign.
“Eating lamb on Australia Day is a tradition for Australians, with the week leading up to our national day now the highest retail lamb trading week of the year,” said David Thomason, Meat & Livestock Australia’s (MLA) marketing general manager.
“The campaign, successfully fronted by Sam, ensures lamb is the centerpiece of barbecues nationwide each Australia Day, and the positive effect on sales flows on throughout the year, which is great news for the lamb industry,” said Mr Thomason.
“Even though demand is currently at a record high and supply is tight we must continue to keep lamb top of mind with Australian consumers via regular promotional activity, otherwise we risk it falling off meal repertoires,” he added.
In 2008-09, domestic consumer expenditure on lamb reached a record $2.2 billion, an increase of 7 per cent on the previous year.
Sam’s address to the United Nations first aired on Today Tonight on Monday 11 January and will be broadcast until 26 January. The television campaign is supported by retail and online promotional activity.
* Australians can follow Sam’s progress by watching his daily tour diary on Sunrise from Monday 11 to Wednesday 20 January. Or get behind him on:
Facebook – http://www.facebook.com/SamKekovich
Twitter – http://twitter.com/SamKekovich
