Bendigo Bank is leveraging its sponsorship of Ten's MasterChef with a series of ads featuring former contestants and now small business owners Adam Liaw, Justine Schofield and Callum Han.
The ads were created by Ten's premium content creation and integration unit Generate, building on Bendigo Bank's just-launched brand campaign 'Bigger Than A Bank' via McCann.
The three 30-second TVCs, directed by filmmaker Gracie Otto of Filmgraphics Entertainment, are running during MasterChef, with extended versions on the Generate website.
Bendigo Bank senior manager marketing – development and events Heather Wallace said: "As part of our sponsorship of MasterChef Australia, we wanted to share some of the inspirational journeys of past contestants.
"It was important for us to demonstrate Bendigo Bank and MasterChef Australia’s commitment to enriching the lives of contestants, what it means to be bigger and how big dreams can become a reality."
National head of Generate Melissa Fein said: "Our mission was to find a way to extend the association between MasterChef Australia and Bendigo Bank, bringing to life the bank’s ‘Bigger Than A Bank’ ethos.
"The Generate approach is all about bringing great creative concepts to life in ingenious ways. This is another outstanding example of how Generate effectively and efficiently links brands with our key programs to add depth and value to commercial partnerships."
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.