Andrew Howie and the legendary Australia Day lamb ad

"Crackin' spot. Fire up the barbie." Whether it's Lee Lin Chin launching a covert operation to rescue Aussie ex-pats from a lamb-less lunch, Lambassador Sam Kekovich's scorching rebukes of "unaustralianism", or  Adam Gilchrist suggesting a game of cricket in Australia's sprawling backyard, the annual Australia Day Lamb ad has become something of a tradition. And the latest instalment is no exception – it's chock full of cultural sizzle and dripping with political satire. In this episode of The CMO Show, Meat and Livestock Australia's group marketing manager, Andrew Howie, lifts the curtain to give the lowdown on Australia's most anticipated marketing campaign in the lead up to Australia Day. With a secret sauce that balances grit and giggles, challenges conservatism, and celebrates nationalism to create real cut-through, Andrew says it's bravery and honesty that keep MLA's campaigns fresh – and the audience coming back for more. "The only way you can disrupt that or you can stop people from just doing the same stuff, is to make them feel a bit uncomfortable or do something that's out of the ordinary. That can be in the form of controversy or saying something that people don't normally say, or showing them something that they don't normally see." Listen along to learn how collaboration can lead to the best amplification opportunities, and why you'll never lamb alone. That plus plenty of meaty ideas for you to sink your teeth into.