Crown Resorts and MasterChef Australia are set to launch a unique pop-up restaurant and dining experience, ALUMNI, at Crown Melbourne. The concept will feature a rotating cast of MasterChef Australia alumni serving dishes they are best known for. The first three chefs to take up residency will be Kishwar Chowdhury, Callum Hann, and Khanh Ong, with a fourth to be announced in late June.

The ALUMNI concept is a collaboration between media agency Initiative, integrated creative agency Mediabrands Content Studio (MBCS), Paramount Brand Studio, and Endemol Shine Australia. This initiative is part of Crown's brand platform 'Here's Where Things Get Interesting', launched in September 2023. Crown Resorts, Australia's largest hospitality employer, boasts 51 restaurants and 31 bars across three resorts.

The partnership with MasterChef Australia will include integrated billboards, a social campaign across all platforms, in-house promotion throughout Crown venues in Perth and Sydney, and a bespoke TVC featuring the celebrity chef line up.

Rod Prosser, Chief Sales Officer, Paramount Australia, said, "The Paramount Brand Studio team has amplified this audience opportunity and worked closely with our partners to create a remarkable brand extension and experience like nothing we've seen before in Australia. It's a direct hit with consumer desire and we can't wait for Australians to see, smell, touch and taste MasterChef Australia at ALUMNI."

Tamar Hovagimian, Head of Integration & Partnerships, Paramount Brand Studio, added, "This one-of-a-kind partnership with Crown demonstrates how Paramount continues to innovate and evolve traditional sponsorships, maximising our content ecosystem to scale this sponsorship unlike anything we've done before."

Yolanda Uys, EGM of Brand & Marketing, Crown Resorts, expressed excitement about the partnership, "Crown is a leading curator of exceptional, interesting experiences in Australia, and we are incredibly excited to partner with MasterChef Australia to bring a unique dining experience with the launch of ALUMNI at Crown Melbourne."

Chris Colter, Chief Strategy & Product Officer, Initiative, praised the partnership, "There's media sponsorships, brand collaborations and then there's audacious ideas like this. Both these iconic brands have more than come to the table, harnessing their entire experience ecosystems to maximise the cultural and commercial potential of this partnership."

Angélica Naranjo, Head of Original & Integrated Content, MBCS, believes that the partnership will drive growth for both brands, "Some of the best brand partnerships happen when you look beyond the predictable. ALUMNI is an example of an unusual union but one which will ultimately attract new customers, create new revenue streams and drive growth for both brands."

Marty Benson, Director of Content, Melbourne, Endemol Shine Australia, highlighted the impact of MasterChef Australia, "Showcasing diverse and talented Australian cooks is at the heart of MasterChef Australia and ALUMNI is a wonderful celebration of our legacy and success stories. MasterChef Australia is a life changing experience with so many of our contestants carving out entirely new careers so it's wonderful to see the ongoing impact of our show through the ALUMNI dining experience."