MASTERCHEF by UM for Coles Broadway

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MASTERCHEF

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Industry Supermarkets
Media Promo & PR, Case study
Market Australia
Agency UM
Director Ted Horton
Released April 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: COLES
Product/Service: COLES SUPERMARKETS
Date of First Appearance: Apr 19 2010
Entrant Company: UM, Sydney, AUSTRALIA
Managing Director: Peter Butler
Account Director: Alex Smith
Account Director: Tristan Alexander (DDB)
Managing Director: Justin Ricketts (ENSEMBLE)
Director: Ted Horton (BIG RED)
Director of Marketing: Simon McDowell (COLES)
General Manager of Marketing: Sharry Cramond (COLES)
General Manager of Properties, Sponsorhips & Events: Tony Phillips (COLES)
Properties, Sponsorships & Events: Sarah Whitford (COLES)
Advertising Manager: Goran Majstorovic (COLES)
Media placement: Custom Coles Page - MasterChef.com.au - 19/4/2010
Media placement: Television - 60" - Channel 10 - 19/4/2010
Media placement: Television - In Programme - MTV & RTV - 19/4/2010
Media placement: Television - MTV & RTV - 19/4/2010
Media placement: Recipe Cards - In Store - 19/4/2010
Media placement: Press - National - 20/4/2010
Media placement: Television - 30" - Channel 10 - 3/5/2010
Media placement: Magazines - MasterChef Magazine - 4/5/2010
Media placement: Display Re-Targeting - Adconion Display Network - 24/6/2010

Insights, Strategy & the Idea
Cast your minds back to the beginning of the financial crisis. As consumer confidence plummeted people started to eat in more.
Great news for a supermarket. Unless, of course, your arch-rival was the supermarket of choice. Woolworths was dominating the grocery scene, riding high on the success of its ‘fresh food’ positioning.
Coles was a business hurting. Share and sales were stagnant and consumer sentiment was negative - they couldn’t see a compelling reason to shop there. Tasked with changing COLES’ fortunes we needed to find one.
Although people were eating in more, they weren’t necessarily eating in better. We wanted to inspire Australians to be more adventurous in the kitchen – to think meals and not just fresh ingredients. Because if we could change the way they cooked we could change the way they shopped.
This transformation would reach beyond advertising and touch every part of the business.

Creative Execution
Sponsorship of TV programme MASTERCHEF delivered scale and the perfect cooking environment. Contestants found their quality ingredient inspiration at COLES – either in the supermarket itself, or in the COLES -stocked pantry. Each time COLES rose to the challenge.
But the platform was more than just a place to speak to consumers; it was a way of speaking to them. It was central to a rallying cry: ‘To cook like a MASTERCHEF cooks, shop where a MASTERCHEF shops.’
COLES helped make adventurous cooking easier for Australians. We worked with the programme’s producers to set the key dishes six weeks before they were featured. COLES then sourced the ingredients, gave them pride of place in store and distributed recipe cards to help consumers create them at home. The communication was extended across TV, digital and print, including COLES’ weekly catalogue sent to 8m homes.
Meal inspiration now surrounded shoppers at every turn.

Results and Effectiveness
Together COLES and MASTERCHEF kick-started a home-cooking renaissance.
Not only did 1 in 4 Australians watch the winner crowned, but ordinary people are now serving extraordinary dishes. Sales of pork belly increased by 3600% immediately after featuring in the‘invention’ segment!
As the way consumers cooked changed, so did where they shopped. COLES became the 2nd most positively viewed brand in the country. Approximately $280m of incremental sales were generated and the sponsorship was even highlighted in the holding company’s annual report as a key driver of recent success. Well, it’s hard to argue with over 1500% return on investment!