Tourism and Events Queensland

Taste the State with Matt Sinclair

For the past ten years, Queensland’s food scene has been bubbling away in the background, taking a back-seat to its reefs, islands and beaches.

After eleven years on-air, MasterChef Australia went to a place it has never been before and to support that partnership, we were tasked with the conception, creation and production of a content series to reinvigorate and change travellers’ perceptions of Queensland’s culinary experiences.

By partnering with Matt Sinclair, a household name in the Australian food industry and MasterChef’s newest mentor, we shone the spotlight directly onto some of Queensland’s finest producers, farmers and chefs and the perfect next place to unfold your napkin.

The campaign result was galvanised, amassing +750k organic views on YouTube and averaging 30k views per episode on IGTV.
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