Meat & Livestock Australia (MLA) have signed a new sponsorship deal with Network 10, which will see Aussie beef become a star on the cooking show MasterChef Australia.
The campaign will see multiple activities including TV advertisements during the MasterChef timeslot, brand billboards running throughout the program and Australian Beef to feature in a challenge for contestants in late June.
“We are excited Australian Beef will be showcased on one of the most popular prime time television programs in Australia,” says MLA Domestic Marketing Manager, Graeme Yardy.
“The challenge that will see contestants use Australian Beef will reinforce and demonstrate its versatility and ease across a range of dishes.”
Mr Yardy explains that COVID-19 has caused significant impact on the foodservice sector domestically and internationally, “… there has been a need to shift the types of cuts traditionally seen in foodservice into retail, so demonstrating to consumers how to use those cuts at home has been a real focus of our activities”.
“Australian Beef is an official partner of Australia’s Olympic and Paralymic teams, but with Tokyo 2020 Olympics Games and Paralympic Games being postponed to 2021 due to COVID-19, we have had to tap into new channels to market Australian Beef to domestic consumers.
“Our campaigns are about keeping Australian red meat on the plates of consumers and ensuring levy payers are seeing a return on their investment, and MasterChef Australia is the ideal medium to reach consumers in the current environment,” says Mr Yardy.
MasterChef Australia Season 12 features the all new judging panel of Jock Zonfrillo, Melissa Leong and Andy Allen, with Australia’s favourite contestants back for the All Stars round.
You can catch MasterChef Australia, Sunday to Thursday nights at 7:30pm, or catch up on all the episodes at 10play.