Commemorating a decade of Channel Ten’s Masterchef Australia, Lacuna Agency enabled the innovative collaboration with Holden to showcase local farmers’ markets, out-of-town wineries and the Masterchef Australia HQ in the Equinox SUV. The partnership encapsulates the reality cooking-show’s vision of ‘A Season Full of Surprises’ by engaging with Holden, who are all about good food and lifestyle.
The collaboration was the ideal platform to celebrate Masterchef Australia with a multi-channel campaign. Lacuna partnered Holden with Channel Ten and Endemol Shine and in a first for Masterchef, Lacuna worked closely with all parties to bring together the Masterchef-Holden pop-up experience. An experiential activation spanning across five states including a pop up at the Melbourne and Sydney Good Food and Wine Show. Guests had the opportunity to taste recipes from the show, including those by Holden Ambassadors Adam D’Sylva and Sara Oteri, as well as experience the new Holden Equinox SUV.
The partnership was extended with Holden brand ambassadors Adam D’Sylva and former contestant Sara Oteri featuring in an integrated TVC and Adam in an episode challenge, all designed by Lacuna to resonate with the Masterchef audience.
Lacuna’s holistic approach inspired engaging, bespoke content with expansive results via in-show integration such as the Watch n Win initiative, tips and tricks and logo alignment. Holden’s substantial presence across social media and digital platforms alongside Masterchef Australia has certainly solidified the partnership.
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