Armed with the latest Entice magazine containing beef casserole tips and recipes, Armstrong is encouraged to create a medal winning beef casserole under the guidance of Laurie Lawrence, the man who coached him to gold in the 200m freestyle at the 1988 Seoul Olympic Games.

According to David Thomason, MLA, general manager marketing, casserole cuts are a very popular meal in winter.

“With 5.24 million serves purchased in an average week, casserole cuts are one of the major cuts of beef purchased in Australian households – behind only steak, mince and sausages,” Mr Thomason said.

“This peaks at around eight million serves a week during colder months.

"In fact, casserole cuts account for 10 per cent of beef purchased, according to Roy Morgan data.”

However, he said studies also show that 67pc of ‘household cooks’ have tried to cook a beef casserole before, but only 2pc cook it regularly – with a lack of confidence about the outcome a key reason for not cooking the dish more often.

Considering this lack of cooking confidence when it comes to beef meals such as casseroles, the campaign aims to educate consumers on how simple and easy the dish is to cook and thereby encourage it to be cooked more often.

This is the second consecutive year MLA is focusing a beef promotion on casseroles during winter using Entice magazine, which is available free from participating retailers.

The commercial will run for three weeks from May 31 in Sydney, Melbourne, Brisbane, Adelaide, Perth, and Tasmania.

* To view the new television commercial visit MLA Main Meal.