MediaCom’s specialist division, MediaCom Beyond Advertising, (MBA), has secured a partnership with production company HSquared to integrate Mission Foods into a series of cooking programs scheduled for 2017.

By creating an Australian-first production optimisation deal with HSquared, the partnership will see full integration into TV and digital broadcast properties within Network Ten programs, including Good Chef, Bad Chef and Everyday Gourmet.

Working in partnership with HSquared’s production team, more than 200 pieces of original broadcast, bespoke and digital content will be created using the company’s bespoke studio kitchen on non-TV filming days via one supplier.

Mission Foods content will be designed specifically for platforms including Facebook, YouTube and Instagram, presenting audiences with useful, entertaining, culturally relevant, snackable and sharable entertainment.

Maria Mitropoulos, vice president of Mission Foods Asia & Oceania, said the new partnership was an important one for the food brand.

“Not only are we integrating our brand in some of the best cooking programs on broadcast television, we are also receiving a comprehensive through the line content strategy for social channels delivering an exceptional ROI,” she said.

“The MBA team have been integral in making this partnership happen, and the fact we are receiving all of this through a single supplier is just brilliant.”

Gemma Hunter, global executive creative director at MediaCom and head of MBA Australia, said the partnership allows the agency to deliver a year-long content plan that ticks every box for Mission Foods and its audiences.

“Video, whether that be on broadcast TV or for social, is an integral element of the Mission Foods content strategy,” she said.

“It helps demonstrate the versatility and depth of the product range and shows just how practical and delicious Mission Food’s products really are.

“At MediaCom, we are always seeking production optimisation. We pride ourselves in being able to provide bespoke solutions for clients that deliver high-quality content and engagement with budget effectiveness and a nimble approach.”

Jason Jenkins, director at HSquared described the new partnership as “innovative and exciting”.

“We will be producing a steady stream of quality short form content for Mission Foods own audiences without the hefty price tag,” he said.