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
Contestants on the show faced a Grubhub-themed Mystery Box challenge where they crafted gourmet interpretations of the most popular dishes from the online food delivery marketplace. To complement the integration, MasterChef Table was promoted during three episodes with the use of three lower-thirds graphics.
Results
The Grubhub x MasterChef co-branded ads drove double and triple-digit lifts in memorability, likability & brand opinion. Grubhub’s traditional media also benefitted from the partnership with double and triple-digit lifts in brand memorability, likability & purchase intent. The co-branded spot generated 30x more search engagement for co-branded ads than traditional Grubhub media.
