After receiving a number of complaints, the board of MLA has chose to take it up in their next meeting.
The integrated campaign includes TV, OOH, digital and social media as well as pr, media partnerships, content marketing and events. The company has said that the lamb ad campaign promoted "unity and inclusivity".
Following the controversy, MLA Group Marketing Manager Andrew Howie said the new campaign continues under the "You Never Lamb Alone" banner and showed no matter your beliefs, background or persuasion, everyone can unite over lamb.
Howie said the marketing team undertook extensive consultation with religious experts before making the ad.
'Our intent is never to offend, but rather acknowledge that lamb is a meat consumed by a wide variety of cultures and capture how the world could look if people left their differing views at the door and came to the table with open arms, and minds'.
The only major religious figure to be absent from the table is the prophet Muhammad who excuses himself from the occasion by telephone because he has to pick up a child from daycare. "We know that lamb has been the meat that brings everyone together for decades, and what better way to celebrate the product than over a modern spring barbecue", Howie said. Following the contention, Hindu community have demanded to ban the campaign.
The community is upset because the ad portrayed Ganesha eating meat and drinking wine. "But faith was something sacred and attempts at trivializing it hurt the followers", he said.
Rajan Zed further said that such trivialization of a Hindu deity was disturbing to the Hindus world over.
Balesh Dhankhar, a spokesman for the Hindu Council of Australia, said the ad had angered a large number of Hindus in Australia.
Twitterartis are also trolling the video for hurting religious sentiments.
Warren Brickett sid it was "nice to see most human beliefs sitting together and sharing a meal" but questioned the suggestion that Ganesha and Buddha might eat lamb. "I demand an unconditionally apology and you revoke this campaign immediately". In recent years vegans and Indigenous groups have complained of being mocked and degraded by the campaign to sell more lamb.
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