Celebrity chef Marco Pierre White fronts new campaign for Meat & Livestock Australia via Host

marco2.jpgMasterchef 'The Professionals' celebrity chef, Marco Pierre White is set to launch a new campaign for Meat & Livestock Australia that aims to promote Beef or Lamb as a crucial component of 'proper dinners' via Host and creative partner Ilk.

The campaign 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.

marco.jpgThe campaign consists of TV, radio, print and digital and launched on TV on 17th February 2013, with supporting media going live throughout the month.

Says Andrew Cox, MLA group marketing manager - consumer: "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."

Says Jake Rusznyak and Dennis Koutoulogenis, Ilk executive creative directors: "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."

Agency: Host
Creative Partner: Ilk
Director: Jake Rusznyak
Production Company: TEN
Photography: Chris Court

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