Results and Effectiveness

The approach worked. 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 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 scripted comedy 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-Gateau! In a series of MasterChef style challenges; the taste test, the tomato challenge, and unique to Macca's Chef, the drive-thru challenge), we showcased the new burger and a lighter side to McDonald's. The scripting allowed The Angus to feature naturally throughout. The series ran on the Celebrity MasterChef website, with 10-second banners and play-offs promoting the series on air.

Insights, Strategy and 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. Celebrity MasterChef was making its debut in Australia and was 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? With the right idea, we could demonstrate the quality of the Angus, but first, we had to make the sponsorship work!