| Title | MASTERCHEF HACK |
| Brand | NESTLÉ |
| Product/Service | MAGGI |
| Category |
D01. Use of Brand or Product Integration into a Programme or Platform |
|
Entrant
|
WAVEMAKER HUNGARY Budapest, HUNGARY
|
|
Idea Creation
|
WAVEMAKER HUNGARY Budapest, HUNGARY
|
|
Media Placement
|
WAVEMAKER HUNGARY Budapest, HUNGARY
|
|
Production
|
UMBRELLA Budapest, HUNGARY
|
Credits
| Márton Jedlicska |
Wavemaker |
Chief Creative Officer |
| Orsolya Szládovics |
Wavemaker |
Associate Creative Director |
| Eszter Kovács |
Wavemaker |
Art Director |
| Marci Surowiak |
Wavemaker |
Social Media Manager |
| Zoltán Havasi |
Wavemaker |
Head of Strategy |
| Noémi Csoka |
Nestlé |
Corporate Communication and CSR Manager |
| Viktória Falus |
Nestlé |
Experienced Brand Communications Professional |
| Bianka Kun |
Wavemaker |
Designer |
| Andor Gerebics |
Umbrella |
Head of IT |
| Anikó Miskovicz |
Wavemaker |
Communications Manager |
| Bahar Kakel |
Wavemaker |
Junior Media Planner |
| Milan Bernath |
Umbrella |
Film Director |
| Emese Tallódi |
Umbrella |
Account Manager |
| Zoltán Mendrei |
Wavemaker |
Head of Art |
| László Csurka |
Umbrella |
Editor |
| Márton Somogyi |
Umbrella |
Post Production Producer |
| Ferenc Buru |
Wavemaker |
Head of PPC |
Why is this work relevant for Media?
With this multichannel branded cooking show hack we could deliver the core message of Maggi in a fun and playful way that used a classic TV show and Facebook's Live function. At the and our alternative show got more views than MasterChef's particular episode.
Background
Maggi is an international brand of seasonings, instant soups, and noodles that originated in Switzerland. All their products are instant and easy to make with the best quality ingredients.
Although it's all true the brand's image is started to decline due to the stress the slow-food and bio food trends put on mothers and busy adults.
Describe the creative idea / insights (30% of vote)
We wanted to demonstrate the difference between real-life cooking and the perception people get when they watch high-end cooking shows. So we sponsored the most well-known of them MasterChef and redirected people during to show to our Facebook channel where our hero a hard-working and well-known celebrity father cooked the same dish as the master chef competitors but in the meanwhile, he solved all the problems a father could get at home: fixing a bike lamp, do the laundry, receive a call from his wife with requests etc.
Describe the strategy (20% of vote)
We wanted to demonstrate the difference between real-life cooking and the perception people get when they watch high-end cooking shows. Our strategy was to highlight the difference between high ly needy dishes comparing to everyday dishes that just (most of the time) just named differently. We also wanted to celebrate adults and parents who cook at all and don't just order something.
Describe the execution (20% of vote)
In order to do so we sponsored the biggest high end cooking show: MasterChef and made a parallel Facebook Live real-life cooking show. We also activated the TV users through on-screen tags during the show to check our alternative Facebook Live show out.
List the results (30% of vote)
With this cooking show hack we made it to the news and our video got more watched than MasterChef itself. We made it to the news and created 490.000 Euros in earned media because we started a nationwide conversation about "normcore" cooking.