Meat and Livestock Australia want people to eat more lamb. So this year's campaign, created out of BMF, takes a look at the similarities between the high-flying worlds of food and fashion (we're not sold, do fashion people eat?) with a "Collamboration" between fashion designer Leona Edmiston and chef Ben O'Donoghue (channeling Gordon Ramsay in this film.)
The duo have worked on a recipe collection that is inspired by spring's fashion trends. Dubbed "Chop till you drop," the collection was distributed to meat retailers and among certain magazines. Spring, incidentally, is when lamb meat supply is highest.