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Big brands jump on the MasterChef bandwagon to celebrate show’s decade


Big brands jump on the MasterChef bandwagon to celebrate show’s decade


MasterChef Australia has announced partnerships with Cadbury and Holden for its tenth season, however viewers seem less interested, audience numbers from this week’s season premiere fell short of expectations.

With MasterChef Australia’s tenth season launching this week, the Network Ten show has announced its partnership with Cadbury for the ‘Share the Taste’ 2018 campaign and Holden for its Equinox SUV.

The partnership with Cadbury is being supported by Dentsu Aegis Network content business, The Story Lab, to deliver an integrated campaign over television, digital and social. The campaign will feature MasterChef judge Gary Mehigan, encouraging Australians to create “true moments of connection”. The 15 second TVC released today sees Mehigan hosting a MasterChef viewing party, united by a Cadbury chocolate bar.


The ‘Share the Taste’ campaign will include Cadbury product features in MasterChef’s ‘Mystery Box’ episodes, a series of television spots, in-store promotions and Cadbury baking recipes hosted on the Tenplay website (Network Ten’s digital arm) .

The Holden Equinox SUV will feature throughout the MasterChef season, with a dedicated challenge episode. A series of TVCs featuring MasterChef regular, Adam D’Sylva, and season seven contestant, Sara Oteri, will roll out over the course of this year, Holden says the spots are “designed to especially resonate with the MasterChef Australia audience.”

MasterChef Australia continues to be one of the most engaging, aspirational and brand-safe television series in the country, which is why advertisers flock to it year after year,” says Network Ten executive general manager, revenue and client partnerships, Rod Prosser.

Senior manager of media, brand partnerships and communication at Holden, Nancy Del Monaco says, “Our partnership with MasterChef Australia is the perfect platform for our Holden Equinox SUV, the ultimate vehicle for exploring local farmers’ markets, out-of-town wineries and, of course, the MasterChef Australia HQ.”

Holden’s campaign is also set to feature pop-up food stalls in Melbourne, Sydney, Brisbane, Adelaide and Perth, serving recipes from previous MasterChef seasons. The first activation will appear at the Melbourne Good Food and Wine Show on 1 June.

To commemorate its nearing a decade on Australian television, the reality cooking show has dubbed this year ‘A Season Full of Surprises’ – it premiered this past week to 890,000 total viewers, down 16% from the 2017 premiere, which surpassed one million viewers. Channel Nine’s ‘The Voice’ took out the number-one spot on Monday night instead, with a total of 949,000 viewers.



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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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