Promotes beef and lamb as crucial for ‘proper dinners’
Masterchef ‘The Professionals’ celebrity chef, Marco Pierre White is to launch a new campaign for Meat & Livestock Australia that aims to promote Beef or Lamb as a crucial component of ‘proper dinners’.
The campaign was created by Host and creative partner, Ilk, and aims to encourage people to eat beef or lamb as part of a balanced diet. Based on this premise, the campaign shows you don’t have to be ‘proper’ at dinner in order to eat well.
The campaign consists of TV, radio, print and digital and launched on TV on 17th February 2013, with supporting media going live throughout the month.
MLA group marketing manager – consumer, Andrew Cox, said “With his passion for honest, uncomplicated food, Marco Pierre White was a natural choice to front this campaign, having become a big fan of Australian beef and lamb during his three-month stint filming Masterchef Professionals.”
Ilk Executive Creative Directors Jake Rusznyak and Dennis Koutoulogenis said “We often eat nutritionally balanced meals in our underwear or trakky daks, so we’re living proof that you don’t have to be proper at dinner, to have a proper dinner.