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 production powerhouse, who was also the creators of MasterChef, to develop a scripted comic 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-Gateux! In a series of MasterChef style challenges; the taste test, the tomato challenge, and unique to Macca's Chef, the drive-through challenge), we showcased the new burger and a lighter side to McDonald's.

The scripting easily allowed the Angus to feature throughout.The series ran on the Celebrity MasterChef website, with 10-second banners and playoffs promoting the series on air.

The sponsorship worked.36% of people who visited the Celebrity MasterChef website watched Macca’s Chef.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 the Angus became McDonald’s Australia’s biggest launch ever!