breaker to propel the brand and their new platform ‘Food. We Get It’ into the hearts, minds and phones of all Australians.

We needed to sweat every asset we had. Our greatest weapon? Our ongoing MasterChef sponsorship.

Instead of thinning budgets across the year, we drove growth consolidating investment into executing one thing well. In

2022 expectations (and goals) were higher than ever.

• +50% social engagement.

• +50% app usage.

• +2x order volume.

As a brand that preaches 'Food, We Get It' we needed to earn (and maintain) the perception of being the delivery option for decent eats. However, activating in one of the most sponsor dense reality programs, we needed to find a clear, ownable and talkable role to stand out.

STRATEGY: MAKE ENTERTAINMENT EDIBLE.

We set out to redefine the culinary entertainment experience by creating the world’s first cooking show you can taste.Partnering with Australia’s most iconic cooking program, MasterChef, we aimed to deliver dishes direct to viewers

homes so a nation of armchair experts can finally taste what they judge.

On average, Aussies consume +57hrs of food monthly. Whether it’s MasterChef, MKR, or Ready Steady Cook, battles for delectable dishes makes for must watch content. Yet, despite our love of food, only 31% of Aussies are confident cooks.

INSIGHT: AUSTRALIA'S A NATION OF FOOD CRITICS WHO DON’T COOK.

“A World First” often claimed, rarely true.

To get the nation tuning in and ordering, we delivered an OESP promotional blitz across Paramount’s entire ecosystem and all Deliveroo’s platforms; including integrated TVCs across FTA, BVOD and OLV, integrated billboards, bespoke

playouts, program IDs, eDMs , homepage takeovers and we ensured Deliveroo was unmissable in program, recruiting Deliveroo’s iconic riders to deliver ingredients, creating bespoke challenges, a heavyweight commercial presence and (of course) shoppable broadcast. Lastly, we created a library's worth of Deliveroo x

Masterchef recipe content. These were diffused across eDMs , social,

in app and housed in a dedicated MasterChef hub.

With less than 1/10th of the budget of competitors, Deliveroo smashed ambitious

objectives:

* 21,504 MasterChef dishes delivered.

* 2.4X used the app.

* 2.8X orders.

* 2.4X visited Deliveroo website.

* 4.0X searched Deliveroo.

* 8X visited Deliveroo’s socials.

* 4.9million social followers across Facebook, Instagram, Twitter, and TikTok.

The Masterchef sponsorship was the only activity in market, and given the

focus was on redemption we were able to directly attribute all activity to

market. This also represented year 3 of the sponsorship, with results dwarfing

years prior. All with, as mentioned, less 1/10th of the budget of competitors.