Masterchef’s Gary Mehigan stars in Share the Taste Cadbury campaign
Cadbury has launched a ‘Share the Taste’ campaign staring Masterchef judge Gary Mehigan.
Created by The Story Lab in partnership with Masterchef, Carat, MCN, Ten and Endemol Shine Australia, the ad features Mehigan sharing a block of chocolate with friends in front of the TV as he watches Masterchef.
The campaign is running across TV, digital and social.
Kate Watson, marketing manager at Modelez International, said in a statement: “The Story Lab has been the integral link for us in developing and executing this truly integrated partnership with Masterchef Australia. Their expertise, depth of relationships and influence with the key partners has been truly invaluable to us this season.”
Adriana Colaneri, national managing director at The Story Lab, added: “Cadbury Dairy Milk has been connecting people around the globe for more than 110 years. This has been a real passion
project for us, and we’ve embraced the opportunity to collaborate with our partners at MCN, Network Ten and Endemol Shine Australia to help bring the partnership and TVC to life for Cadbury.”
Credits:
Client Brand – Cadbury, Mondelez
- Paul Chatfield, Associate Director Chocolate at Mondelēz International
- Kate Watson, Senior Brand Manager at Mondelēz International
Network Ten
- Rod Prosser, Executive General Manager, Revenue and Client Partnerships, Network Ten
- Tania Jones, Content and Brand Partnerships Director, Multi Channel Network
The Story Lab
- Adriana Colaneri, National Managing Director, The Story Lab Carat
- Tess Eastcott, Client Leader, Carat Australia
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Hahah, something about this spot seems so unsettling. Maybe it’s the way the dim purple lighting feels dark and ominous or that only Gary talks–and when he does, it suddenly gets eerily quiet. Maybe it’s the way the others seem to step in time or how the blonde lady looks scared to take a piece, transitioning into a rigid, uneasy smile. It feels like I’m watching a crazed Gary Mehigan holding all these people hostage just to watch his show.
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Agree, very odd hue. And rigid, uneasy look might be more to do with over plucked and bady shaped eyebrows?
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I think the ad is great. The woman has an awkward expression because the story calls for it. She wants the piece Gary almost eats and he knows it, so he offers it to her and she has a little smirk because she got what she wanted. It’s not eery at all, you guys are really reading too much into it.
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Generally an odd advert. Bad acting and agree with eyebrow comment! Regardless…fantastic chocolate. New, more exciting campaign required next time for this old favourite.
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