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.
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