IPG Mediabrands unit Ensemble has created another branded content television series, this time teaming up with Meat and Livestock Australia (MLA) for a six-part series on Foxtel's Lifestyle Food Channel to encourage Australians to eat more meat.
Titled The Dinner Project, recent Masterchef contestant Hayden Quinn will visit families around Australia to discover why they have problems creating healthy meals and give them tips on how to improve their diet with a spot of beef or lamb.
Speaking to AdNews this morning, Ensemble CEO Justin Ricketts said the deal had been in the pipeline since the start of the year.
“We had previous experience with Coles [that] we were able to bring to the MLA, and our experience there really impressed them,” he said.
He said Ensemble had shopped the concept around to different networks and channels, but landed on Lifestyle's Food Channel because “they were really excited by it”.
“We were also impressed by the different distribution opportunities we get from being on the lifestyle channels, for example being in Qantas flights now with MCN is something that appealed to us,” Ricketts said.
“We also found that the audience is really receptive to this type of content.”
In the show, Quinn builds relationships with families from a variety of backgrounds across Australia, who have volunteered to talk about their challenges when it comes to cooking healthy meals at home.
The show will premiere on 2 November at 7pm, and follows on from Ensemble's Style the Nation, a special for Channel Seven created for retailer Target.
Ensemble has previously touted a move to a full-service agency, saying it was aiming to get people thinking about creative in a new way.
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