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To support restaurant partners during the pandemic, Grubhub aligned with FOX & ESNA to create MasterChef Table, a curated virtual restaurant. MasterChef Table featured recipes from winners of past seasons of  MasterChef and fan-favorite contestants. The partnership included in-show integrations, PR efforts, custom content, and social promotions 

In-Show

  • Integration: Grubhub-themed Mystery Box challenge, contestants created gourmet versions of the most popular dishes on the online food delivery marketplace
  • Lower-Thirds: 3x lower-thirds (across 3x episodes) driving to MasterChef Table 

Custom Content

  • Co-branded MasterChef content that featured MasterChef alumni Kelsey Murphy, Dorian Hunter, Gerron Hunt, and Michael Silverstein
  • Distributed across linear, digital and social channels

Custom Content

Social Amplification & Support

  • Grubhub amplified the co-branded content on FB & IG

Social Co-branded Content

RESULTS

  • The Grubhub x MasterChef co-branded ads drove double and triple-digit lifts in Memorability, Likeability & Brand Opinion
  • Grubhub’s traditional media also benefitted from the partnership with double and triple-digit lifts in Brand Memorability, Likeability & Intent
  • The co-branded spot spot generated 30x more search engagement for co-branded ads than traditional Grubhub media

 

Source: MarketCast TV Brand Effect & EDO
Topics
In-Show Integration