Deliveroo, in partnership with MasterChef Australia, is delivering an “Australian first” integration campaign via Mediabrands Content Studio.
The food delivery company will deliver 21,504 mini Bacon Me Go Nuts choc-tops, inspired by last night’s episode of MasterChef Australia, for customers to enjoy from the comfort of their couch.
Along with managing the partnership, Mediabrands Content Studio has handled the production of the choc-tops and the packaging and distribution to 128 Deliveroo restaurant partners nationally.
Mediabrands Content Studio Managing Director Olivia Warren says, every year, clients want bigger and better integrations when sponsoring TV properties.
“The ask to do something no other brand has done and create an amazing customer experience for Deliveroo’s third year sponsoring MasterChef was just the sort of problem we love to tackle,” she says.
“It’s always amazing when clients are not afraid of brave ideas and concepts and Deliveroo loved our idea from the get-go. This has been months in the planning and it’s extremely exciting to see this partnership truly come to life and connect with the viewer like never before.”
Deliveroo Head of Marketing Laura Wilson says MasterChef’s Bacon Me Go Nuts choc-top creation is adding a delicious twist to this much-loved treat.
“So, we are very excited to partner with them and enable our customers to enjoy this exclusive experience, Deliveroo’d straight to their couch,” she says.
Paramount ANZ Head of Effect Tamar Hovagimian says Deliveroo continues to be the premium food delivery service of choice for MasterChef Australia.
“We’re excited that viewers can, for the first time ever, experience a dish inspired by what they have seen in the show immediately after the winner has been announced,” she says. “And all without having to leave the comfort of their living room. It’s the magic of television come to life and Deliveroo and MBCS have made that possible.”
Customers can get their hands on the limited-edition choc-tops by searching ‘MasterChef’ on Deliveroo and spending over $20 with participating restaurants.