George Calombaris has partnered with Australian Lamb in the search for the nation's worst cooks. Could you be crowned Australia's Disasterchef?
The contest is part of Meat and Livestock Australia's latest phase of the You Never Lam Alone platform to celebrate spring lamb and taps into the insight that more than four million Australians consider themselves a "disaster" in the kitchen.
The campaign aims to rescue them, with Calombaris helping them out with cooking advice, and the Disasterchef winner receiving a one to one lamb cooking masterclass.
MLA group marketing manager Andrew Howie said: "Lamb brings people together, and is the meat of choice for celebrations. This spring we wanted to reinforce how versatile and easy lamb is to cook with, no matter the meal occasion or cooking ability.
“We’re thrilled to have George on board for DisasterChef. He has long championed cooking with lamb, and together we’re looking forward to encouraging all Australian cooks – good and disastrous – to prepare a fail-safe and delicious lamb meal.”
The campaign will run across PR, radio, social, high impact OOH near supermarkets and butchers and TV.
Credits:
•Creative and content production – The Monkeys
•PR – One Green Bean
•Media Buy – UM
