Meat & Livestock Australia launches The Dinner Project on LifeStyle Food via Ensemble Australia
Ensemble Australia has produced its next major brand inspired prime time television show with the premiere this weekend of The Dinner Project 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.
Says Michael Edmonds, general manager, central marketing and insights, MLA: “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.”
In The Dinner Project, 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.
Says Tim Hodgson, managing director, Ensemble Australia: “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.”
Says Hannah Barnes, general manager, LifeStyle Channels: “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.
5 Comments
This is terrible and won’t change behaviour at all…
Let’s help time poor, cost conscious families eat better by creating a long form TV program available on Pay TV. Boom.
Australian marketers need to get over themselves.
Any time a brand does something a little different and a little more entertaining idiots like pseudonym and jet just bag them for their efforts.
Brands should be credited for spending money on creating content that actually engages and adds values to consumers…rather than just advertise and interrupt them.
Good on ya MLA.
wow look at all those engaged consumers… 280 views!
If you think this is different or entertaining, you need your head read.
..is he talking like a lion?