Mini Maccas for Wake Up
Boland, centre, and the Wake Up presenters
McDonald’s is to sponsor Ten’s new breakfast show Wake Up with a partnership which includes what it is describing as the smallest McDoanld’s outlet in the country
The deal sees a return to the sponsorship of morning television by McDonald’s which used to have a McCafe at Seven’s Martin Place studio, making coffee available to presenters and guests of Sunrise and the Morning Show.
The announcement comes a couple of days after Inner Health Plus was announced as a sponsor for the show.
The sponsor commitments are a contrast to the unsuccessful launch of Ten’s previous show Breakfast which went to air without a single sponsor.
The mini Maccas at the Wake Up studio in Manly will have a staff of two.
Network Ten’s director of morning television, Adam Boland, who ran Sunrise during the Mccafe sponsorship said: “We are delighted that McDonald’s Australia has become part of the Wake Up family.”
McDonald’s chief marketing officcer Mark Lollback, said: “At McDonald’s we’re thrilled to be partnering with Wake Up and helping make mornings a little bit easier for the team on set.
“The McDonald’s Wake Up kitchen will be the smallest we’ve ever set up in Australia and has taken a huge effort from many people in our business to bring it to life.”
The deal was negotiated through Ten’s branded content arm Generate. Boss Kylie Rogers, said: “The McDonald’s Australia partnership with Wake Up is a terrific example of how… Generate is working with clients to amplify their brands on air, online and on ground.”
Ten will launch its new morning lineup within the next month or so.
The schedule will include an early news bulletin, Wake Up, chat show Studio 10 and another news bulletin.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Wow – way to kill a show’s credibility before it even goes to air.
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Interesting move and certainly a different approach.
Looking forward to seeing viewing results.
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Looking forward to tracking the weight of the hosts over time as they tuck into their Maccas each morning..
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whats next, smoking on air?
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..Breaking News!….Masterchef Judges looking for regular spot on Wake Up panel!…..Ronald McDonald steps in to take charge of content for Wake Up!…..Nervous Mums shield their kids while watching Wake Up!…..
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@NJK 10 don’t do credibility do they?
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McDonalds you should be ashamed and what a huge gamble with your brand.
Ten you should know better – but that said I guess you need every dollar.
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The EP is using the phrase….”part of the Wake Up family….” old hat Adam. Get with the program son…times have changed…..
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Ita Buttrose = Credibility
Maccas = Junk food
I am confused.
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Not new. Done in the mid 90’s on Seven.
But for breakfast TV?
Junk food, junk TV.
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@NIck – Ita is on Studio10, the morning show, not the breaky show.
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Interesting that people are upset over this. Muffin break gives away free muffins for breakfast (yes breakfast) on today at outdoor events.
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NJK, does credibility from just one source of information really matter when there are many alternative points of view available? I think they would be more likely to be biased about coffee (if at all) and I doubt they would interfere with the accuracy of unrelated topics. I also think the increased transparency/accountability of direct sponsorship relationships like this will mean marketers will work harder at providing fact-based messages to ensure viewers don’t just switch off.
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