Lifetime's MasterChef Asia Launch - IN.Deed Communications
portfolio_page-template-default,single,single-portfolio_page,postid-141,ajax_fade,page_not_loaded,,qode-title-hidden,vss_responsive_adv,vss_width_768,footer_responsive_adv,qode-child-theme-ver-1.0.0,qode-theme-ver-17.2,qode-theme-bridge,qode_header_in_grid,wpb-js-composer js-comp-ver-5.6,vc_responsive

Lifetime Asia (A+E Networks)

About This Project

Bringing the MasterChef Brand to Asia for the First Time


To keep the hype and excitement going for 7 months about MasterChef Asia, building on each episode’s results as they are announced each week



IN.Deed built an extensive PR strategy across various platforms to launch and sustain noise for the inaugural MasterChef Asia TV programme.

At each stage of the programme (from the casting call, announcement of judges and contestants, publicity tour, consumer and trade events, premiere date announcement, winner announcement and media fam trip with contestants to HK Disneyland where some of the episodes were filmed), there was a need for targeted pitching, creative angling and exclusive content.