Show: MasterChef Australia (2019)
Client: a2 Milk™
We partnered with a2 Milk™ to create an integrated campaign during MasterChef Australia (2019).
The a2 Milk™ 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 Milk™ as the milk of choice for contestants across the series. Linkage of a2 Milk™ 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 Milk™ being one of the most recognised MasterChef partners.
Aligning a2 Milk™ with MasterChef Australia has increased brand equity and brand awareness. Consideration and intent grew significantly among the show’s viewers. This translated to the checkout, with the following results coinciding with the on-air period:
- a2 Milk™ share of Dairy Milk category value increased from 10.8% to 11.4% during the MasterChef Australia campaign (+10.7% value growth)
- Awareness is at an all-time high – 83% now recognise the brand
IRI Aztec Australian grocery weighted scan, July 2019 QTR vs same QTR YAGO
EY Sweeney, a2 Milk™ Brand Health Tracking Report Wave 10, February 2020
Edentify/Network 10, MasterChef Australia: Sponsorship Effectiveness Study. 2018/ 2019