MLA and Ensemble Produce The Dinner Project

Ensemble Australia has produced a brand inspired prime time television show, The Dinner Project which premieres this weekend on Foxtel’s LifeStyle FOOD channel.

The Dinner Project is a six-episode series that has been funded by Meat & Livestock Australia (MLA). The series stars popular former MasterChef contestant Hayden Quinn. MLA’s media agency UM was involved in early negotiations to create the series.

MLA’s general manager, central marketing and insights, Michael Edmonds said: “The Dinner Project allows MLA the opportunity to connect with our audiences using engaging content that delivers inspiration and skills around cooking healthy beef and lamb meals. The series offers a new way to deliver content that has previously not been undertaken by the company.”

Hayden Quinn

In The Dinner Project, Hayden Quinn builds relationships with families, from a variety of backgrounds across Australia, who have volunteered to talk about their challenges when it comes to cooking healthy meals at home. Quinn discovers many families are not eating the best meals they could because of a long list of common problems including being time-poor, skills poor, ideas poor and constrained by budget.

As well as helping people overcome their culinary challenges, Quinn also experiences some highlights of the families’ lives, like riding a horse, training for a triathlon and pretending to be an Elvis impersonator.

Ensemble Australia managing director, Tim Hodgson said: “MLA identified the need for long-form content to provide inspiration and knowledge around cooking healthy meals at home, a message that is hard to impart through traditional advertising.

“Working closely with Foxtel and MLA has been a valuable process to help ensure the content is both entertaining and valuable for viewers, whilst delivering relevant MLA message points.”

General manager, LifeStyle Channels, Hannah Barnes said: “We are thrilled to be working with Ensemble and MLA on this new entertaining project for LifeStyle FOOD. Hayden is fantastic talent and is a great addition to the LifeStyle FOOD family and we are really pleased to welcome him aboard.”

Ensemble’s production work on The Dinner Project follows last month’s launch of the one-hour TV special for Channel 7 called Style the Nation that was created for Target.

The Dinner Project will premiere Sunday November 2 at 7pm on Foxtel’s LifeStyle FOOD Channel.

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