The Goal: Develop a partnership that builds awareness among our target audience by aligning Blue Moon with a recognizable and influential brand in the food and culinary space.

The Execution: We integrated Blue Moon’s portfolio of brands into a featured episode of MasterChef, where contestants were challenged to create dishes inspired by and infused with Blue Moon beer. The episode also featured former MasterChef winner and beer enthusiast Grant Gillon, who surprised contestants as a special guest judge and helped bring authenticity to the partnership.

To extend the reach beyond the broadcast, content from the episode was shared across MasterChef’s Instagram and Facebook channels and amplified to targeted audiences through paid and owned media support.

The partnership was further expanded through a MasterChef-themed Kitchen Makeover Sweepstakes and a collection of co-branded merchandise. To drive participation, FOX developed a custom promotional spot encouraging viewers to scan a QR code for a chance to win a kitchen makeover and exclusive co-branded prizes. The spot aired during commercial breaks throughout the episode and was promoted across MasterChef social channels as well as Blue Moon’s owned platforms. This multi-channel approach increased visibility for the partnership, generated consumer engagement, and helped drive sweepstakes participation while keeping Blue Moon at the center of the culinary conversation.