Meat & Livestock Australia (MLA) has launched the next phase of its Spring Lamb campaign – DisasterChef.
Sitting under the You Never Lamb Alone platform, the innovative content-led activity will be promoted via media spend, PR, radio and social amplification and is designed to inspire Aussies with the confidence to cook and enjoy lamb this season.
The unique campaign sees chef George Calombaris partner with Australian Lamb to search for the nation’s worst cooks – with the end result being a one-to-one lamb cooking masterclass for the winner.
With recent research highlighting that more than four million Australians consider themselves to be a disaster in the kitchen, the activity aims to rescue them with cooking advice and simple, delicious lamb recipes devised by George himself.
The humorous content revolves around the “You know you’re a DisasterChef when…” premise, and features George focusing on entertaining kitchen disaster moments such as “Your meat pie tastes nothing like meat. Or pie”, and “You had to scatter the ashes of your last meal”.
Andrew Howie, group marketing manager at MLA said, “Lamb brings people together, and is the meat of choice for celebrations. This spring we wanted to reinforce how versatile and easy lamb is to cook with, no matter the meal occasion or cooking ability.
“We’re thrilled to have George on board for DisasterChef. He has long championed cooking with lamb, and together we’re looking forward to encouraging all Australian cooks – good and disastrous – to prepare a fail-safe and delicious lamb meal.
This spring, MLA is also driving awareness offline via high-impact OOH located within close proximity to supermarkets and butchers, as well as with TV and radio.