Meat & Livestock Australia (MLA) will roll out an hour-long branded content piece on Channel Ten on Australia Day featuring the brand ambassador for lamb, Sam Kekovich.
The program, The Australia Day Showdown – You Can Never Be Too Australian, will form part of MLA's broader marketing campaign for Australia Day 2013.
It has been created in partnership with Ten's cross platform sales division Connect.
The show has been produced by Roving Enterprises, and will see two teams debating the topic 'You can never be too Australian'.
It will be hosted by Australian TV presenter and comedian Charlie Pickering, with Kekovich featuring as a special guest.
The wider MLA campaign will promote lamb as the 'must-have meat for Australia Day'.
Connect's head of cross-platform sales Aaron Quirk said: “We are delighted to have won MLA’s Australia Day 2013 campaign, arguably the most coveted cross-platform deal of the year.
“The Australia Day Showdown is a perfect example of Connect's ability to meet our clients’ needs in targeting a youthful audience through an integrated, innovative and tailored campaign.”
MLA's media agency UM has also been involved in the project.
UM chief executive Mat Baxter said: “Every year the MLA's Australia Day Lamb brief is arguably the most hotly contested integrated media campaign amongst media owners.
“This year Connect was successful because they demonstrated a really impressive understanding of the task, superior levels of creativity and most importantly a powerful approach that brings all their properties together in an organised and effective way.
“We're really excited to be working with them in 2013.”
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.