After the success of The Dinner Project in 2014, Meat and Livestock Australia (MLA) has announced the launch of a new digital cooking series, ‘Dinner 3 Ways’, continuing its push into content marketing and building on the innovative approach to marketing that it has become renowned for taking.
The new series has shifted from a traditional TV style format to a user-controlled digital series based on the insight that consumer video consumption habits have changed over the past three to five years.
Hosted by popular Aussie cook, Hayden Quinn, Dinner 3 Ways works to create healthy beef and lamb meals in partnership with six highly visible Australians, each of whom represent specific target audiences for MLA.
Over the course of 18 episodes, Quinn and his guests will take six key cuts of beef and lamb and bring audiences three exciting recipes for each, designed to ignite inspiration in the kitchen whilst also guiding audiences with cooking tips and solutions.
Featured alongside Quinn in the new series is Australian media icon Ita Buttrose, TV personality Adam Liaw, Olympic superstar Eamon Sullivan, racing royalty Kate Waterhouse, comedian Em Rusciano and social media sensation Caitlyn Paterson.
The distribution strategy developed and produced by Ensemble, Society and UM leverages the online and social audiences of the featured talent to help promote and drive a targeted audience to the MLA’s consumer hub – www.BeefandLamb.com.au.
In a further drive to ensure relevance to the audience, the series also features a ‘follow your own journey’ construct, allowing the audience to pick and choose which recipe from three to watch following a brief introduction from Quinn to the three guests about what they will be cooking.
Andrew Howie, marketing manager consumer programs at MLA says, “We know modern life is busy for everyone; from young professionals to overloaded Mums. With so much else going on it’s hard to be inspired in the kitchen seven days a week.
“Dinners 3 Ways has been specifically designed to show how simple it is to prepare a variety of healthy meals using beef and lamb,” said Howie.
“Dinner 3 Ways is an exciting evolution in content marketing for MLA. We have been supporting MLA’s drive to become creator, publisher and distributor of their own content, a direction we are passionate about at Ensemble,” Tim Hodgson, MD of Ensemble.
• Creative and content – Ensemble
• Production – Ensemble
• PR – One Green Bean
• Media Buy – UM
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Ethral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]