For 11 years, MasterChef Australia has captivated television viewers, changed the way Australians think and talk about food, and turned the food dreams of hundreds of amateur cooks into reality. But our beloved cooking show is much more than a TV series: it is a proven way to sell products.
There is a reason MasterChef Australia attracts some of the country’s biggest and best brands as partners year in, year out: it delivers results. Viewers love the show and they love the brands that are an integral part of the show – and that love turns into sales.
Consider a2 MilkTM. Last year, the marketers of a2 MilkTM turned to 10 and MasterChef Australia to help boost awareness of the product. We went away and created a clever, compelling package of in-show integration and broadcast and digital sponsorships. It was simple. It was engaging. And it worked.
During the run of the 2019 season of MasterChef Australia, a2 MilkTM’s brand awareness and brand equity scores jumped, with the former hitting an all-time high of 83%.
Those increases contributed to impressive growth in the brand’s market share. During the show’s run last year, a2 MilkTM’s share of the dairy milk category climbed from 10.8% to 11.4%. That translated into value growth of about 11%.
Was the client happy? You be the judge. Here are some words from Marketing Manager, Jane Staska:
“a2 MilkTM is on the threshold of its third season as a staple in the MasterChef Australia pantry. Fresh, delicious a2 Milk™ from Australian dairy farms has been a favourite with contestants and an inspiration in their quest to become the next Australian MasterChef.
“The a2 MilkTM and MasterChef Australia partnership has delivered best-in-class product integration with a range of stand-out assets including Challenges and Billboards, Usage Moments and high quality Incidentals that have elevated a2 MilkTM as the milk of choice for contestants across the series,” Jane said.
“Linkage of a2 MilkTM with positive, uplifting moments for contestants has helped land the brand messaging with impact. Close collaboration with the producers and rigorous attention to detail has resulted in a2 MilkTM being one of the most recognised MasterChef Australia partners.”
