Val Morgan Digital has partnered with MasterFoods to launch an Australian edition of the popular show 'I Draw, You Cook' on the Buzzfeed Food FAST Channel.

The show, originally from Tasty's US channel, features two chefs competing to create a dish based on a child's imagination. The Australian edition will showcase popular talent including FoodTok influencer Jiny Maeng, Melbourne culinary sensation Morgan Hipworth, founder of Bistro Morgan, and ex-MasterChef contestant Montana Hughes.

As the official launch partner for the Buzzfeed Food FAST channel and 'I Draw, You Cook', MasterFoods will have its range of products spotlighted throughout the series. The campaign will extend across multiple platforms, including 10 Play, YouTube, Instagram, TikTok, and a recipe-planning newsletter. It will also encourage product trial through social media, with consumers able to engage with campaign content across Tasty’s social channels to receive free samples of MasterFoods products.

Publisher of Val Morgan Digital, Amanda Bardas, said: “We’re so excited to bring Tasty TV’s beloved show I Draw, You Cook to Australian audiences, which will not only showcase the creativity of chefs who feature across the series but also encourage viewers to step beyond the confines of traditional home cooking,” she said. Bardas also highlighted the shared mission with MasterFoods, “to inspire people in the kitchen via feel-good, flavoursome foodie moments. Through product integration and a multi-channel launch strategy, together we’ll connect with passionate home cooks and foster a vibrant community around culinary creativity.”

MasterFoods Marketing Director, Rachel Humphrey, said: “We all know the feeling of accomplishment which comes from cooking a delicious meal - and MasterFoods are here to help you sizzle, pour, shake and squeeze your way into nailing the flavour you crave in the moment. BuzzFeed’s Tasty is the authority in the food trend space, and we’re delighted to be their exclusive flavour partner as they launch Tasty TV. We know that the next generation of Australian consumers have an insatiable appetite for content, as well as BIG flavour demands. 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,” she said.

The show 'I Draw, You Cook' will officially launch this week on the Buzzfeed Food FAST channel. MasterFoods' partnership with the Buzzfeed Food FAST channel will also extend over new episodes of Buzzfeed’s hit show 'Pantry Panic'.