Brita teams up with Masterchef judge Gary Mehigan to push benefits of filtered water

Water filtration specialist Brita has again teamed up with restaurateur Gary Mehigan to create a home cooking series in a campaign created in-house in partnership with creative agency Pontoon 8.

The collaboration with the MasterChef judge, who first worked with the brand in 2012, is designed to extend awareness of Brita products beyond drinking to cooking.

Mehigan, who Brita said has been using the company’s products at his home and restaurants “for many years”, fronts seven videos where he creates dishes in which he stresses the importance of using filtered water.

Print and digital advertising, social media and in store activation will support the ‘Better with Brita’ push.

As part of the campaign, consumers will be entered into a draw when they buy a Brita product with a cooking experience with Mehigan the main prize. Instant cooking packs are also up for grabs while every entry receives an eBook. The promotion runs until November 15.

Brita said the campaign will look to “challenge perceptions”. While most professional and keen amateurs source quality produce “surprisingly few think the same way about the water they use in the kitchen”.

“Quality recipes require quality ingredients. That’s why cooking is better with Brita,” Mehigan said. “Water is the essential ingredient for your food and your kitchen. It’s like using a good salt or olive oil, if all the basics are right you have the foundations for good cooking.”


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