Australian beef will play a starring role on MasterChef Australia, after Meat & Livestock Australia signed a new sponsorship deal with Network 10.
The ‘Australian Beef. The Greatest’ campaign will see multiple activities including television advertisements during the MasterChef timeslot, brand billboards running throughout the program and Australian beef to feature in a challenge for contestants in late June.
MLA domestic marketing manager Graeme Yardy said the Australian beef and MasterChef Australia integration was ideally timed, as home cooking was booming during COVID-19 restrictions.
“The challenge that will see contestants use Australian beef will reinforce and demonstrate its versatility and ease across a range of dishes,” Mr Yardy said.
“With COVID-19 having a significant impact on the food service sector domestically and internationally, there has been a need to shift the types of cuts traditionally seen in food service into retail, so demonstrating to consumers how to use those cuts at home has been a real focus of our activities.”
MasterChef Australia season 12 features the new judging panel of Jock Zonfrillo, Melissa Leong and Andy Allen, with favourite past contestants back for another shot at winning the title.
In regional Victoria, MasterChef Australia screens on the WIN network.