McDonald's Australia Put to the 'Taste Test' and the First Results Are In ….

Share Article

McDonalds, a sponsor of this year's Celebrity MasterChef, has put the Mighty and Grand Angus burgers up for the 'taste test' through social media and the rating results are coming in.

Macca's MasterChef Ep 4

McDonalds, a sponsor of this year's Celebrity MasterChef, has put the Mighty and Grand Angus burgers up for the 'taste test' through social media and the rating results are coming,

53% of over 1,000 respondents have scored both burgers at 4* and 5* ratings and 14% at a 3* rating.

The Angus range is proving one of the most popular lines McDonalds' has launched, with the online chattering masses reaching over 6 figures in volume and noise. The engagement with social media has been amplified with the content that has been created to support its MasterChef sponsorship.

The series of webi-sodes, entitled Macca's Chef, created by Fremantle Media are proving a big hit with 13,000 Australian's tuning in to the Macca's Chef challenge as Steve and Chris (comedians Michael Chamberlin and Matt Okine) battle it out to win the title.

In creating a parody of the MasterChef series, McDonald's has taken a different approach to its sponsorship and is showing its humorous side. A preview to Episode 5 is here showcasing the "Drive Thru Challenge" and Episode 6 will uncover the Macca's Chef "Training" (good for any potential crew members!!) The preview is here.

The "Cook Off" is yet to come!

Branded entertainment and social media are the buzzwords of marketing today. McDonald's Australia has taken a new approach in this communications channel to compliment its Celebrity MasterChef sponsorship and Angus burger launch.

Toby Dewar, McDonald's National Sponsorship and Media Manager, commented, "It has been refreshing to get public feedback in an open forum. We accept not everyone is going to like everything we produce, but we're really happy to see that the majority of voters like the Angus burgers, with 53% giving us higher than a 4* rating, which is a great result. We will of course take on board the negative comments and learn from those too. Branded entertainment and the social media aspect of this campaign have afforded us a direct engagement with our customers, and insights which we hope to build on going forward".

All the webisodes in the series can be viewed here http://www.youtube.com/user/MaccasChef

Client:     McDonald's Australia
Agency:    OMD Sydney
Production:    Fremantle Media Australia

For more information and background to the Campaign contact:
Fi Bendall - Fiona(at)bendalls(dot)com(dot)au
0431 032 426

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

FI BENDALL