Vegetarian and comedian Dave Hughes has taken on Meat & Livestock Australia (MLA) as its annual Australian Day lamb campaign rolls out.
The Facebook video pokes fun at the claim that meat is a necessity for the traditional January 26th barbeque. In the video, Hughes parodies early ‘Eat Lamb’ campaigns by Meat and Livestock Australia, famously fronted by Sam Kekovitch.
The premise of the video is that a growing number of Australians are looking to cut back on meat consumption or are vegetarian or vegan, a fact unacknowledged in the MLA 2017 Australia Day ad which claims to celebrates diversity.
Together, The Alternative Meat Co and Hughesy to give a voice to this growing group of Australians.
The MLA’s Australian Lamb’s 2017 January campaign features Australians from all walks of life coming together over a lamb barbecue.
Prominent Aussies in attendance are Sam Kekoich, Cathy Freeman, Wendell Sailor, Poh Ling Yeow, Adam Gilchrist and Rhys Nicholson.
According to Alternative Meat Co, however, 3.9 million Australians are now actively trying to eat less meat and the number eating a mostly vegetarian diet had grown by more than a third (36%) in the past three years.
54 per cent of Australians already have at least one meat-free day per week.
Not surprisingly, Millennials are 59 per cent more likely to avoid or limit meat consumption when compared to Gen X.
