Cadbury launches 'Share the Taste' campaign with MasterChef Australia via The Story Lab

Cadbury Share the Taste Still.jpgThe Story Lab, Dentsu Aegis Network's premium entertainment content business, has partnered with Cadbury and Network Ten to bring to life the brand's involvement with MasterChef Australia Season 10.

To drive moments of connection amongst the target audience of Grocery Buyers, The Story Lab has worked collaboratively with Carat Australia, MCN, Network 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 Share the Taste campaign - fronted by Cadbury friend and MasterChef Australia judge, Gary Mehigan - encourages Australians to create true moments of connection with each other.

From ingredient integration in MasterChef Australia's iconic 'Mystery Boxes' and an inspirational television commercial, to in-store promotions and a bespoke digital 'Cadbury Baking Hub', The Story Lab has executed a truly meaningful partnership between Cadbury and MasterChef Australia.

Says Kate Watson, marketing manager, Mondelēz International: "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."

Says Adriana Colaneri, national managing director, The Story Lab: "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."

Says Rod Prosser, executive general manager, revenue and client partnerships, Network Ten: "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."

Cadbury is partnering with Network Ten for its 10th Season of MasterChef Australia, 'A Season Full of Surprises'. Share the Taste content will be aired across Network Ten throughout MasterChef Season 10

Client Brand - Cadbury, Mondelez
Paul Chatfield, Associate Director Chocolate at Mondelēz International
Kate Watson, Senior Brand Manager at Mondelēz International

Network Ten
Rod Prosser, Executive General Manager, Revenue and Client Partnerships, Network Ten
Tania Jones, Content and Brand Partnerships Director, Multi Channel Network

The Story Lab
Adriana Colaneri, National Managing Director, The Story Lab

Tess Eastcott, Client Leader, Carat Australia


Aaaaaaaarrrrrgggghhhhhh! said:

What the fuck is wrong with the world?

How does something like this get PR'd?

How does this steamy pile of smelly nothing get a writeup of more than 2 words? (The worlds are Dog and Shit, by the way).

How can the people who created this be allowed to procreate?


Okay. Had to get that off my chest.

Brand police said:

.....I just feel it could be a little more...purple.
But not too purple, I don't want it to feel... unrealistic.

Ya chumps.

15 full glasses of utter shit right there.
Shame on you.

Flatulence not influence! said:

You certainly need a shit load of 'influence' at Story Lab to be able to create a bulging sack of cack like this.

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