A new campaign for the Meat & Livestock Australia (MLA) via BMF aims to heat up one of the country's coldest relationships.

Beefgiving Day features a group of chefs firing up a BBQ and cooking a selection of  beef dishes as part of MLA’s latest campaign for Beef – to replace the winter season with Beefgiving Season.

The video produced by Cutting Edge ‘stars’ Australian Prime Minister Julia Gillard and Opposition Leader Tony Abbott and reveals how beef can bring warmth to even the frostiest of relationships.

The central point of the season is Beefgiving Day, which will be celebrated this Saturday 14 July, historically the coldest Saturday of the year and is a time to reheat relationships with friends and families by sharing hot meals of featuring beef.

As well as TV, print, outdoor and online and social media, Beefgiving Season is also involved in a number of Winter Festivals across Australia.