SAM Kekovich believes that "as a planet, we are not eating enough lamb".

This is the brutal - tongue-in-cheek - assessment by the former footy great in the latest Meat and Livestock Australia TV advertisement.

And, after declaring that "unAustralian behaviour is rife world-wide", Mr Kekovich has also convinced US billionaire Donald Trump to join his cause.

Mr Trump backed the campaign after being approached by Mr Kekovich in New York, saying it could promote peace and goodwill.

In his annual Australia Day "address to the nation", Mr Kekovich took his message to the United Nations, urging everyone to eat more lamb on January 26.

"Is there anyone in the Middle East who doesn't love a lamb feast? We could revive peace talks and bring everyone back to the table by re-naming the holy city Jerusa-lamb," Mr Kekovich declares.

"And as anyone who has had a curry in Pakistan knows - Islamabad? Of course it bloody-well isn't."

The MLA TV ad aired for the first time on Monday.