The We Love Our Lamb campaign is a domestic marketing campaign launched by Meat and Livestock Australia (MLA) in 2004, that promotes lamb meat consumption and purchase primarily through comedic means. When the efforts to reinvent and reposition lamb as a modern meat for the Australian market started to lose traction, a new challenge arose to modernise the consumption of lamb. In response to the challenge of marketing lamb, in 1999 the MLA resolved to centralise mainstream cuts and attempted to rekindle consumer demands by appealing to families.

Sam Kekovich is an Australian media personality, sports commentator, Australian meat lobbyist and former Australian rules football player.