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Industry Restaurants, Pubs & Bars, Fast food
Media Promo & PR, Case study
Market Australia
Producer Tom Maynard, Chris Culvenor
Released September 2009

Credits & Description

Category: Best Use of Sponsorship
Product/Service: ANGUS BURGER
Date of First Appearance: Sep 30 2009 12:00AM
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Communications Director: Melissa Mullins (OMD Fuse)
Director OMD Fuse: Alistair Henderson (OMD Fuse)
Communications Manager: Michelle Tran (OMD Fuse)
Account Manager: Lucas Higgins (OMD)
TV Trading Manager: Karen Burchall (OMD)
Producer: Tom Maynard (FremantleMedia)
Producer: Chris Culvenor (FremantleMedia)
Writer: Derrick Gee (FremantleMedia)
Media placement: TV Sponsorship - Promo Banner - Channel Ten, Celebrity MasterChef - 30/09/2009
Media placement: TV Sponsorship - 10 Second Playoff - Channel Ten, Celebrity MasterChef - 30/09/2009
Media placement: Online Sponsorship - Content, Banners, Other Editorial - - 30/09/2009

Results and Effectiveness
The sponsorship worked. 36% of people who visited the Celebrity MasterChef website watched Macca’s Chef. The MasterChef audience spent 70% more time on the Macca’s Chef page than any other branded section. The click-through rate for the Angus creative throughout the MasterChef site was 0.07%. On the Macca’s Chef site it was 0.69% – ten times more effective. A social media advocacy campaign doubled the traffic to the content, and there was an upswing in all McDonald’s social media measures (mentions, passion ratings, and positive rankings) throughout the campaign period. The launch of the Angus became McDonald’s Australia’s biggest launch ever!

Creative Execution
Our idea was to take McDonald’s trainees and turn them into chefs – and have fun doing it! Could we take the la-dee-dah world of MasterChef into the McDonald's kitchen? We commissioned a production powerhouse, who was also the creators of MasterChef, to develop a scripted comic series, mirroring the language, scenes and camera angles of MasterChef - all set in McDonald's. This was Macca’s Chef! The 9 episodes featured Aussie comedians playing two trainees battling for the title of Macca's Chef under the watchful eye of ‘renowned’ creator of the Angus, Jean-Pierre Benoit-Gateux! In a series of MasterChef style challenges; the taste test, the tomato challenge, and unique to Macca's Chef, the drive-through challenge), we showcased the new burger and a lighter side to McDonald's. The scripting easily allowed the Angus to feature throughout. The series ran on the Celebrity MasterChef website, with 10-second banners and playoffs promoting the series on air.

Insights, Strategy & the Idea
2009 saw McDonald’s Australia's biggest product launch of the year: the Angus burger, made with 100% Angus beef. With poor perceptions of their beef quality, McDonald's were taking action. It was a serious move. But McDonald’s brand meant the communication had to be playful and light-hearted. With a tagline 'It's a little bit fancy', the main campaign was a tongue-in-cheek twist on premium dining. The media strategy was to use big formats and high-reaching properties. The launch was timed to perfection: Celebrity MasterChef was making its debut in Australia and forecast to be the hit of the season. It seemed so easy – sponsor Celebrity MasterChef and advertise quality beef in a show about great food. We had one major problem. What place does a burger business have in a cuisine-at-home show? We had to make the sponsorship work!