As a continuation of the first chapter, this latest campaign raises awareness around the quality and provenance of Australian beef in a fun and humorous way. Ultimately we want to inspire people to cook and eat Australian beef with compelling stories that matter to them.

The integrated campaign will run across national TV, print, out of home advertising, digital, social and radio. In addition, we’ve partnered with some talented chefs (Adam Liaw – former MasterChef winner, and Frank Camorra – head chef of MoVida) to help amplify the campaign via an activation as well as share their favourite beef recipes. More on this to come soon!

For more quick and easy recipe inspiration see below…