MasterChef Australia takes to the streets to celebrate its 11th season

29 April 2019

Advertiser: Network Ten Holdings
Creative Agency: URBAN (NSW)
Media Agency: Spark Foundry

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Network Ten is celebrating the launch of the 11th season of MasterChef Australia with herb gardens and three taxi wraps across Sydney and Melbourne.

Network Ten is celebrating the launch of the 11th season of MasterChef Australia with two activations, taking the MasterChef experience to the streets.

A MasterChef coil-shaped herb garden, developed in partnership with Urban, is on display at Southern Cross train station in Melbourne where commuters can also take home packets of herbs such as basil, chives, parsley and coriander.

In Sydney, pop-up MasterChef herb carts will be found at Martin Place and Town Hall stations, giving Sydney commuters a chance to take home herb seeds to start their own garden.

Network Ten's head of marketing Brad Garbutt says the show's return comes in time for winter cooking at home, with the activation hoping to "inspire commuters to cook their own extraordinary dishes at home".

"Over its 10 seasons, the iconic MasterChef herb garden, shaped in the MasterChef coil, has provided inspiration for the over 250 MasterChef contestants who have walked through the MasterChef kitchen doors," Garbutt says.

Ten has also partnered with AdFlow to create three taxi wraps across 10 Rydo taxis in Sydney and Melbourne.

Until the end of the 2019 MasterChef Australia season, travellers will be able to ride in either a Matt Preston sprinkle drip cake, a Gary Mehigan choc-heaven cake or a George Colombaris lemon drizzle.

Both activations are part of a broader national campaign developed by Spark Foundry.

The campaign also includes large and small format out-of-home, radio, digital, social, TV and print.

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