Val Morgan Digital is launching the Australian edition of Tasty’s I Draw, You Cook, following the announcement of the BuzzFeed Food FAST channel on 10 Play.
I Draw, You Cook is a show from Tasty’s US channel, which features two chefs competing to create the perfect dish based on a child’s wild imagination.
Condiment brand MasterFoods is the launch partner for the BuzzFeed Food FAST channel and I Draw, You Cook, spotlighting MasterFoods' range of products.
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.
The campaign will go beyond content by encouraging product trial through social media as consumers can engage with campaign content across Tasty’s social channels to receive free samples of MasterFoods products, creating an interactive brand experience.
Val Morgan Digital publisher, Amanda Bardas, said the brand is 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 amulti-channel launch strategy, together we’ll connect with passionate home cooks and foster a vibrant community around culinary creativity," she said.
MasterFoods marketing director, Rachel Humphrey, said BuzzFeed’s Tasty is the authority in the food trend space, and the culinary brand is delighted to be the exclusive flavour partner as launch Tasty TV is launched.
"We know that the next generation of Australian consumers have an insatiable appetite for content, as well as BIG flavour demands," she said.
"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."
I Draw, You Cook will officially launch this week on the BuzzFeed Food FAST channel and the MasterFoods partnership with the BuzzFeed Food FAST channel will also extend over new episodes of BuzzFeed’s show Pantry Panic.
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