The new phase of MLA’s You Never Lamb Alone is a competition with George Calombaris to find Australia’s worst cooks.

The winner will receive a one-on-one lamb cooking class with Calombaris.

The 2015 Spring lamb campaign is built around research that found that more than four million Australians consider themselves to be a disaster in the kitchen.

The promotional video relies on Calombaris’ natural affability and a clever script. Its “You know you’re a DisasterChef when…” format includes ideas like, “Your meat pie tastes nothing like meat. Or pie,” “When your guests call dinner time The Hunger Games.”

Andrew Howie, group marketing manager at MLA commented, “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 on paid and social media, PR and radio. MLA is also promoting the campaign in OOH, on billboards located within close proximity to supermarkets and butchers.

Creative and content production: The Monkeys
PR: One Green Bean
Media: UM