F.Y.I.

Val Morgan Digitals’s Tasty partners with MasterFoods for new launch.

November 28, 2024 9:29

Val Morgan Digital’s Tasty has partnered with MasterFoods to launch Australian edition of I Draw, You Cook.

The announcement:

Following the announcement of the BuzzFeed Food FAST channel on 10 Play, Val Morgan Digital is excited to launch the Australian edition of Tasty’s I Draw, You Cook.

I Draw, You Cook is a hit show from Tasty’s US channel, which features two chefs competing to create the perfect dish based on a child’s wild imagination.

Australia’s flavour experts, MasterFoods, is the official launch partner for the BuzzFeed Food FAST channel and I Draw, You Cook. The partnership will spotlight MasterFoods’ delicious range of products, designed to help home cooks create bold flavours effortlessly and achieve big taste results without spending hours in the kitchen.

The show will highlight popular talent, including FoodTok influencer Jiny Maeng and Melbourne culinary sensation Morgan Hipworth, who founded his donut business, Bistro Morgan, at just 21 years old and Montana Hughes – ex-MasterChef contestant.

“We’re so excited to bring Tasty TV’s beloved show I Draw, You Cook to Australian audiences, which will not only showcase the creativity of chefs who feature across the series but also encourage viewers to step beyond the confines of traditional home cooking” stated Amanda Bardas, Publisher of Val Morgan Digital.

“We’re thrilled to have MasterFoods on board as the launch partner with a shared mission; to inspire people in the kitchen via feel-good, flavoursome foodie moments. Through product integration and a multi-channel launch strategy, together we’ll connect with passionate home cooks and foster a vibrant community around culinary creativity.”

Rachel Humphrey, MasterFoods Marketing Director added “We all know the feeling of accomplishment which comes from cooking a delicious meal – and MasterFoods are here to help you sizzle, pour, shake and squeeze your way into nailing the flavour you crave in the moment.

“BuzzFeed’s Tasty is the authority in the food trend space, and we’re delighted to be their exclusive flavour partner as they launch Tasty TV. We know that the next generation of Australian consumers have an insatiable appetite for content, as well as BIG flavour demands. This partnership with Val Morgan Digital Network is a great way for MasterFoods to reach our audience in a new way which is engaging, human and relevant.

It also aims to show Australian’s that making delicious meals their own way doesn’t need to be complicated, through products like MasterFoods Café Style Avo Smash seasoning blend, MasterFoods Moroccan spice blend, MasterFoods Smokey Chipotle sauce or MasterFoods Zesty Lemon and Herb sauce.”

The campaign will expand across multiple platforms, offering audiences access to 24/7 on-demand food and recipe content through 10 Play, YouTube, Instagram, TikTok, and a recipe-planning newsletter.

Recipe content will be further amplified through VMO’s retail outdoor network in proximity to supermarkets, to influence decision making on the path to purchase.

Additionally, the campaign will go beyond content by encouraging product trial through social media. Consumers can engage with campaign content across Tasty’s social channels to receive free samples of MasterFoods products, creating an interactive brand experience.

I Draw, You Cook will officially launch this week on the BuzzFeed Food FAST channel.

The MasterFoods partnership with the BuzzFeed Food FAST channel will also extend over new episodes of BuzzFeed’s hit show Pantry Panic featuring burger extraordinaire, Chebbo, writer and comedian Lucinda Price, aka Froomes, and Married at First Sight’s Lauren Dunn and Sara Mesa.

This deal was brokered by EssenceMediacom.