The company paid Walcha Council an undisclosed sum to have the road closed for the event which took place between 10 am and 11 am and required three traffic controllers.

A few residents and amateur photographers took the opportunity to capture the spectacle of the mob racing up Derby Street.

Pitt Son’s employee and former Wallaby player Sam Payne supplied the sheep for the stunt from his flock and in return Virbac will donate a 10litre drum of Tridectin to the Walcha Rams.

The muster started in Apsley Street near the Men’s Shed entrance, before moving along Derby Street and finishing at the Walcha Showgrounds where a gold coin donation lunch was provided, with all proceeds going to the Walcha Show Society.

Terrance Loughlin, who is the sheep product manager at Virbac Australia, said the product would have a strong customer base in Walcha and the New England region where sheep worms and worm resistance are high and an ongoing challenge for sheep producers.

“The Walcha district is known for its ability to produce high-quality sheep, and we are really excited about this launch event.  The new product sets a benchmark for sheep drench not only in Australia but worldwide.”

The new drench’s arrival is timed to assist sheep producers in clearing their stock of worms before the hot summer conditions begin. Tridectin will be available at rural merchandising stores across Australia.

This is the first time the company has attempted a public relations tactic like this, and the event was targeted at local media and sheep producers to improve their knowledge and understanding of the new product’s three actives which are designed to kill worms fast. 

It is part of an integrated marketing campaign by Tamworth-based rural communications agency C7EVEN. 

The star of the national advertising campaign, ‘Tridectin Boy’,  also took part in the Walcha event.