'Lambassador' Sam Kekovich wants the ankle biters to become chop munchers.

SAM Kekovich is about to hit our TV screens again with his annual Australia Day Address to the Nation, his 10th year in a row as "Lambassador".

In the past he has launched a music video, set out on "dip-lamb-attic" missions to encourage the rest of the world "to be more Australian" and sparked a trans-Tasman furore over his remarks about New Zealand's former prime minister.

News_Image_File: He's back ... Sam Kekovich from the 2014 campaign.

This year he breaks with entertainment convention and is working with both animals and children when he is seen thrusting a lamb chop into the hands of a child or "Generation Lamb" in an irreverent ad which also features a swipe at the remaining original Wiggle and a giant baby crushing a vegan barbecue.

"My fellow Australians, after 10 years as Lambassador fighting unAustralianism, I'm taking a step back," Sam declares in the TV commercial due to air from Sunday.

News_Image_File: Targeting Generation Lamb ... Sam Kekovich.

He is then seen marching through a childcare centre as he encourages parents to "educate the new generation about the perils of a lambless life" and cautions that "teaching a tot to love lamb is the pressing duty of every parent".

As he approaches a couple of hippies he suggests that "if you don't have sprogs of your own, then teach someone else's how it's done" - while handing a lamb chop to a child wearing a "vegan and proud" T-shirt.

News_Image_File: With kids included ... Sam Kekovich from the 2014 campaign.

A decade down the track Kekovich still takes the campaign with a grain of salt - and maybe a touch of pepper and some tomato sauce.

"I've always been fighting the good fight for lamb, there is no doubt about that," said the former Australian Rules footballer on Thursday.

News_Image_File: The true blue Lambassador is on fire ... Sam Kekovich pictured in the 2014 campaign.

"I am back this year to grill and roast acts of un-Australianness as always and to encourage adults to step up and educate the next generation of Lambassadors," said the grandfather of three.

Kekovich also gatecrashes a vegetarian tofu barbie and parades through a park full of little ones. "(We) want these little cherubs to grow up big and strong to fight unAustralianism," he declares.

Do you like Sam Kekovich's new ad? Or do you prefer his others? Tell us below:

Watch his ad from 2012 here:

News_Rich_Media: Lambassador Sam Kekovich takes aim at Shane Warne in his annual address to the nation ahead of Australia Day.

Watch his 2011 ad below:

News_Rich_Media: Watch as Australia's Lambassador, Sam Kekovich, embarks on his latest dip-lamb-atic mission.

And catch him in 2010 here:

News_Rich_Media: Sam Kekovich gives his take on the meaning of Australia Day from Rod Laver Arena, Melbourne.