Meat & Livestock Australia has swapped the burly brawn of Sam Kekovich for the refined graces of celebrity chef Marco Pierre White in a new campaign to promote beef and lamb.
The MasterChef Professionals judge – famous for his string of gourmet endeavours, not to mention making a trainee Gordon Ramsay cry – stars in a new campaign which highlights beef and lamb as crucial components of “proper dinners”.
The campaign was created by Host and creative partner, Ilk, and produced by MasterChef rights-holder Channel Ten. It 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.
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 CDs 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.