The team behind the much talked about McDonald’s Gets Grilled documentary will discuss the unusual process of how the show came to be commissioned in a session at Mumbrella360.
The programme was broadcast on the Seven Network and featured a group of six Australian consumers who went behind the scenes to address myths around the provenance of McDonald’s food.
Unusually, the show – which was made by independent production house WTFN – was funded by McDonald’s. However, it did not have editorial control.
The process is one of the most high profile examples yet of brand funded content airing on free to air television in Australia.
Mark Lollback, chief marketing officer for McDonald’s, Mat Baxter, CEO of media agency UM which was behind the idea and Daryl Talbot, managing director WTFN and the show’s executive producer will share the case study. They will be joined by Alistair Henderson national strategy director at media agency OMD, which does media planning and buying for McDonald’s.
The session will be moderated by Encore managing editor Brooke Hemphill
Mumbrella360 takes place on June 6 and 7 and the Hilton Hotel in Sydney. Tickets are available on the Mumbrella360 website.