In 2020, Australian Lamb consumption was the lowest in a decade. Changing diets, record-high prices and COVID-19 restrictions had reduced lamb consumption occasions, especially BBQs. Communications’ role was to put lamb back in public awareness, justify its price premium and prompt purchase. A provocative online film and ad campaign satirised the disputes between Australian states in the pandemic, calling on Australians to unite and ‘Share the Lamb’. The campaign drove national fame, research tracking showed increased awareness and willingness to pay a premium. Annual volume sales grew 13% and it is estimated that communications drove AUS$18.3m of incremental revenues.