This case demonstrates how a period traditionally associated with low lamb consumption was transformed into a ‘must eat’ lamb occasion. Over a ten-year period, numerous comical creative ideas were released across a variety of mediums, including an ad that had changed the words to the national anthem in a humourous way, all aimed at creating bigger demand for lamb. By 2010 cultural habits had changed and a new tradition of eating lamb on Australia Day was embedded into Australian society. Lamb became to Australia Day what the chocolate egg is to Easter, or the turkey is to Thanksgiving and Christmas. The extensive campaign delivered a ROMI of 14.22:1, which translates to (AUS)$122m in return on $ 8.5m spent.