MasterChef’s master chef, Julie Goodwin, has been named GLAD’s brand ambassador.

Of GLAD’s core consumers, 80% are busy households with children under 17. GLAD believes Julie is the perfect personification of its brand and will feature her in advertisements alongside her husband and children. The campaign will feature TVCs and print executions, but also involve a range of public appearances and activities.

“Julie is a perfect partner for GLAD as we launch our new brand campaign focusing on the insight that while bringing the family together for home cooked meals is what matters most, mum can’t always count on those moments running smoothly – but she can always count on GLAD” says Phil James, marketing manager – GLAD Products Australia.

The lack of an online strategy is unusual due to MasterChef’s celebrated online results. It attracted approximately 48,000 users in week one and had 543,000 by the season’s end. Those users were spending an average of 17 minutes on-site per week. The highly trafficked recipe section received just under 10 million page views.