Dentsu Aegis Network’s premium entertainment content business, The Story Lab, has partnered with Cadbury and Network Ten to bring to life the brand’s involvement with the latest season of MasterChef Australia.

To drive moments of connection amongst the target audience of grocery buyers, The Story Lab has worked collaboratively with Carat Australia, MCN, Ten, and Endemol Shine Australia to create and deliver ‘Share the Taste’ – an integrated campaign across TV, digital and social.

With research showing that Australians are increasingly time-poor and have less time to genuinely connect with each other, the campaign – fronted by MasterChef judge Gary Mehigan – encourages Australians to create true moments of connection with each other.

The campaign features ingredient integration in MasterChef’s iconic ‘Mystery Boxes’ and an inspirational TV commercial, in-store promotions and a bespoke digital ‘Cadbury Baking Hub’.

Kate Watson, marketing manager at Mondelēz International, said: “The Story Lab has been the integral link for us in developing and executing this truly integrated partnership with MasterChef Australia.

“Their expertise, depth of relationships and influence with the key partners has been truly invaluable to us this season.”

Adriana Colaneri, national managing director of The Story Lab, said: “Cadbury Dairy Milk has been connecting people around the globe for more than 110 years.

“This has been a real passion project for us, and we’ve embraced the opportunity to collaborate with our partners at MCN, Network Ten and Endemol Shine Australia to help bring the partnership and TVC to life for Cadbury.”

Ten’s executive general manager of revenue and client partnerships, Rod Prosser, said: “MasterChef Australia continues to be one of the most engaging, aspirational and brand-safe television series in the country, which is why advertisers flock to it year after year.

“Once again we have a fantastic suite of sponsors, such as Cadbury, who are integrating their products into our show. I’m looking forward to seeing our partners’ brands come to life in a must-watch show that’s a true multi-screen hit.”

CREDITS

Cadbury, Mondelēz

Associate director of chocolate, Mondelēz International: Paul Chatfield

Senior brand manager, Mondelēz International: Kate Watson

Network Ten

Executive general manager of revenue and client partnerships: Rod Prosser

Content and brand partnerships director, Multi Channel Network: Tania Jones

The Story Lab

National managing director: Adriana Colaneri

Carat

Client leader, Carat Australia: Tess Eastcott