EXCLUSIVE: Food brand Continental has recruited former MasterChef contestant Justine Schofield as the face of its forthcoming Australia Day-related campaign.
The campaign, called 'Australia's National Dish', will roll out tomorrow and is primarily running across digital channels. AdNews understands SapientNitro is the agency behind the push.
Schofield, who was a contestant on the first series of Masterchef, currently has her own weekday cooking show called Everyday Gourment on Network Ten.
In 2011, she fronted the Bandaged Bear Breakfast and has supported various initiatives including the International Childhood Cancer and Cupcakes for a Cure Day, and Jamie Oliver's Ministry of Food Australia Flood Relief Programme.
Continental also has a long-running tie-up with current MasterChef: The Professionals judge and international chef Marco Pierre White for its Stock Pot products.
Owned by Unilever, the company is one among several several brands such as Meat & Livestock Australia (MLA) and McDonald's currently rolling out Australia Day campaigns in the hope of tapping into national identity.
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