SAM Kekovich's Facebook page appears to have been hijacked to promote a tofu burger on the eve of the launch of his annual Australia Day ''Lambassador'' ad campaign.

''Accidentally picked up a tofu burger instead of a Lamb one and you know what? It didn't taste too bad at all. In fact I reckon I could go another,'' reads the post.

In an earlier interview, Kekovich said people forget what it means to be Australian on January 26 and made a particular reference to tofu.

''You do strange things like eating tofu and doing yoga for God's sake. That is totally un-Australian. That's the message I want to get out,'' he said.

To see the ad, click here

media_camera Sam Kekovich in his next annual Australia Day ''Lambassador'' ad campaign.

Kekovich's annual Australia Day ''Lambassador'' address for Meat & Livestock Australia has become an advertising institution over the past decade.

On Monday, Kekovich appeared in a live cross to Channel 10 Sydney's weatherman Tim Bailey and was mid-conversation before apparently being felled by a cricket ball.

Click here to see the live cross

Bailey is shown assisting an injured Kekovich on the former footballer's Facebook page.

It was later revealed Channel 10 is a TV partner for the 2013 MLA campaign.

''A modicum of my faculties are still with me,'' Kekovich joked before the new TV commercial launches today.

The ad takes up the ''lambnesia'' line with Kekovich seen sitting on a psychiatrist's couch pondering his ''lambnesia'' and trying to recall why we celebrate Australia Day.

Take the National Lambnesia Test

media_camera Sam Kekovich also offers his own take on Korean pop sensation Psy's Gangnam Style.

''No wonder our Olympians weren't much chop in London... If they'd spent more time diving into plates of lamb instead of each others beds, we'd be swimming in medals!'' he declares in the ad.

Kekovich also offers his own take on Korean pop sensation Psy's Gangnam Style, following on from his version of '90s pop hit Barbie Girl last year.

Originally published as Sam lambasts tofu, vegetarians bite back