Network 10 has served up MasterChef Australia Season 18 with a multi-platform campaign, tapping into the show’s audience to deliver broadcast reach, data precision, and cultural creativity at every touchpoint.
“What makes this campaign special is the multiplier effect. Tactical partnerships, digital, social, offline and owned media were all anchored by the power of broadcast,” said Andreana Walton, national marketing director of broadcast and digital at Paramount Australia.
“This was a coordinated team effort, and the results show. The launch of MasterChef Australia was up 7 per cent year-on-year, reached more than 1.3 million viewers, and delivered a record BVOD audience which was up 64 per cent year-on-year. I’m proud of how our teams have maximised relationships and amplified creativity on every platform.”
Among a standout mix of partnerships, MasterChef Australia’s official Pinterest adds a powerful layer, turning on-screen moments into real-world inspiration.
The partnership spotlights this season’s recipes across a platform where 8.6 million Australians are active each month, including more than 2.7 million who are interested in food and drink.
“Our partnership with MasterChef Australia this season, positions Pinterest as the go-to destination for the show’s most exciting and innovative recipes,” said Jace Molan, Sr. manager of content partnerships at Pinterest.
“As fans watch the drama unfold on TV, they can jump onto Pinterest to save and curate their favourite dishes throughout the season, creating their very own MasterChef recipe boards and bringing them to life in their own kitchens across Australia. It’s about turning on-screen inspiration into real-life action, week after week.”
The campaign launched with a sponsorship of the Sydney Royal Easter Show, putting the MasterChef Australia brand front and centre for hundreds of thousands of Australians.
Out-of-home activity including large-format outdoor, retail, street furniture, a mural and transit media, built presence on the ground, while radio, connected TV, digital and social amplified the campaign in the lead-up to launch.
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Network 10 combined first-party digital data targeting, reaching past viewers and lookalike audiences, with high-impact takeovers for mass reach. A sequenced owned media campaign, spanning personalised emails, push notifications and in-app messaging, kept fans engaged at every step.
To help relieve cost of living pressures, MasterChef Australia All Stars alumni and Nova Network favourite Chrissie Swan ran a national Watch & Win promotion on The Chrissie Swan Show, encouraging audiences to watch MasterChef Australia for a nightly codeword for the chance to win a share of $25,000 in Coles gift vouchers. Coles Radio keeps the momentum going in-store throughout the series.
In a complementary activation led by the Publicity team, 10 content creators were invited into the MasterChef kitchen to compete in a mystery box challenge under the watchful eyes of Andy Allen, Jean-Christophe Novelli and Sofia Levin.
The experience was captured and shared across creators’ channels, with bespoke mini-MasterChef Australia episodes distributed to a combined audience of 2.7 million followers.
Anchoring the campaign, Network 10’s high-impact on-air promos showcase the culinary artistry, emotional stakes and calibre of home cooks in the new season, driving viewership on both linear and streaming platforms.
