We negotiated a sponsorship deal with one of the highest rating TV shows in Australia. It was big enough on its own to meet our audience goals and provide the perfect association with MasterChef’s unsurpassed reputation as the home of quality & convenient cooking for the whole family.

The trip to Parma, Italy was a highlight of the 2012 series. Our in-show segments featured celebrity chefs, Gary Mehigan and George Calombaris and the MasterChef contestants cooking for hundreds of Barilla employees at their factory in Parma.

The final dishes were judged by Guido Barilla, Chairman and fourth generation owner of the company.

Play-outs, billboards, print, online and TVC reinforced sauce messaging by showcasing quality and convenience.

Barilla activated co-branded point of sale in-store – with close to 2,000 stores participating.

The associated consumer promotion delivered 21,000 entries beating a benchmark of 6,000.

MasterChef Australia 2012 reached 11.37 million viewers.

Barilla sauces hit their 15% growth target and pasta sales exceeded 10% growth YOY.

Unprompted brand awareness grew by 9 percentage points - the highest level recorded in Australia.

Brand preference among those who watched MasterChef rose to 76% - a massive 25% higher than those who had not seen the show!

83.2% of grocery buyers with children and 28% of MasterChef viewers claimed they would be more likely to purchase Barilla as a result.

In one well-executed campaign, Barilla successfully repositioned itself as a serious player in the pasta and pasta sauce categories.