Aussie chef George Calombaris fronts MLA’s new ‘DisasterChef’ Spring campaign via The Monkeys
Today, Meat & Livestock Australia (MLA) has launched the next phase of its Spring Lamb campaign – DisasterChef via The Monkeys.
Sitting under the You Never Lamb Alone platform, the innovative content-led activity will be promoted via media spend, PR, radio and social amplification and is designed to inspire Aussies with the confidence to cook and enjoy lamb this season.
The unique campaign sees chef George Calombaris partner with Australian Lamb to search for the nation’s worst cooks – with the end result being a one-to-one lamb cooking masterclass for the winner.
With recent research highlighting that more than four million Australians consider themselves to be a disaster in the kitchen, the activity aims to rescue them with cooking advice and simple, delicious lamb recipes devised by Calombaris himself.
The humorous content revolves around the “You know you’re a DisasterChef when…” premise, and features Calombaris focusing on entertaining kitchen disaster moments such as “Your meat pie tastes nothing like meat. Or pie”, and “You had to scatter the ashes of your last meal”.
Says Andrew Howie, group marketing manager at MLA: “Lamb brings people together, and is the meat of choice for celebrations. This spring we wanted to reinforce how versatile and easy lamb is to cook with, no matter the meal occasion or cooking ability.
“We’re thrilled to have George on board for DisasterChef. He has long championed cooking with lamb, and together we’re looking forward to encouraging all Australian cooks – good and disastrous – to prepare a fail-safe and delicious lamb meal.”
This spring, MLA is also driving awareness offline via high-impact OOH located within close proximity to supermarkets and butchers, as well as with TV and radio.
Creative and content production – The Monkeys
PR – One Green Bean
Media Buy – UM
1 Comment
omg like, im suuuch a bad chef.
this one time, i was making a thing and it said use corn starch, so i mixed in stuff i found but turns out, it wasnt corn starch but left over stuff from our home rennovations.
looks like im a PLASTERCHEF!