The Story Lab supports Cadbury in launching Share the Taste campaign for Cadbury partnership with MasterChef Australia

The 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.  

“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,” said Kate Watson, Marketing Manager at Mondelēz International.

Adriana Colaneri, National Managing Director, The Story Lab said, “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.”

Network Ten Executive General Manager, Revenue and Client Partnerships, Rod Prosser, said: “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 their 10th Season of MasterChef Australia, ‘A Season Full of Surprises’. Share the Taste content will be aired across Network Ten throughout MasterChef Season 10.