MLA launches ad featuring Marco Pierre White pushing beef and lamb

Meat & Livestock Australia has launched a new ad campaign starring Masterchef: The Professionals host Marco Pierre White which promotes beef and lamb as a crucial component of a ‘proper dinner’.

The campaign was created by Host and creative partner, Ilk, and shows viewers they don’t have to be ‘proper’ at dinner in order to eat well.


Launched on Sunday the campaign consists of TV, radio, print and digital, with supporting media going live across February.

“With his passion for honest, uncomplicated food, Marco Pierre White was a natural choice to front this campaign, having become a big fan of Australian beef and lamb during his three-month stint filming Masterchef Professionals,” said Andrew Cox MLA group marketing manager – consumer.


  1. Bah
    19 Feb 13
    2:19 pm

  2. This is really crap. And I love Marco usually.

  3. Kardy
    19 Feb 13
    5:15 pm

  4. Well it could be worse. At least it doesn’t feature those idiot brothers from Good Charlotte