Masterchef has a lot of work to do to recover from losing its three hero ingredients
George Calombaris has tarnished the Masterchef brand. So has his comrades’ – Preston and Mehigan’s – support of him. Therefore, in order to rebuild, the brand has to reposition and refresh, argues Landor’s Nick Foley.
The off-screen lead up to this week’s Masterchef final has been almost as riveting as the program itself. Last week, it was revealed that one of the show’s celebrity chefs, George Calombaris, underpaid his employees to the tune of $7.8m.
The unfortunate distraction from the Masterchef main course didn’t end there. WA Tourism unceremoniously dumped Calombaris from its latest campaign. Then, just before the grand finale aired, Network Ten announced its three hosts would not be part of the franchise in 2020.
Weighing into the discussion, Prime Minister Scott Morrison has committed to criminalising wage theft, while former ACCC chairman Allan Fels stated: “There should be the real prospect of jail sentences…” in instances of wage theft.
Imagine, being fined for underpaying workers of your business by millions of dollars – then picking up your ball and going home because you didn’t get a pay rise on your $1m contract. Puck me dead.
Or
you have no idea what you are doing?
Your points you raise don’t seem to reflect your recent form Nicko Snicko
Although I was a fan there is enough in the talent pool to keep it watchable – Kylie, Heston, Luke, Maggie, Poh.
Thanks Nick…… for nothing. The show was always vacuous, tacky & absolutely not “World Class”, just Aussie class…..just good enough, for local advertisers & agencies.
Do you think after 11 years of revenue & publicity the hosts & C10 care? They have squeezed every cent out of us all. Marketing industry is 100% complicit.
All about damage limitation & next steps. Only folk losing out are George’s workers.