Jetstar lets participants in TV cooking show create its new buy-on-board meal

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This case appears in the May 2015 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more »

Value-based carrier Jetstar featured strongly on an April episode of the popular Australian competitive cooking show My Kitchen Rules, which presents teams of wannabe chefs squaring-off in culinary challenges that test teamwork, creativity and prowess in the kitchen.

In the episode airing April 13th, six duelling culinary teams found themselves in a hangar at Sydney Airport, gathered round a 787 Dreamliner in Jetstar’s bold black and orange livery.

The day’s challenge? To prepare an inflight meal for a plane full of hungry passengers that looked delicious, tasted great and fit into Jetstar’s signature back meal box… all in just 90 minutes. The prize? Victors would not only dodge elimination by securing passenger votes, but would also have their creation become the celebrity pre-order meal option on all Jetstar flight over 5.5 hours between April 14 and July 14 of this year.

In addition to enjoying significant brand exposure throughout the hour-long primetime reality show, Jetstar received plenty of coverage from other media outlets. The story was picked up and shared through social media by mainstream media such as the Sydney Morning Herald, advertising sources like B&T, and entertainment blogs including Sydney Confidential.

Morning talk show Sunrise even had its own correspondent and TV cameras on board to taste the different offerings.

The day after the show aired, Jetstar erected pop-up kitchens in Sydney, Melbourne and Perth that let the general public to try out its latest pre-order option. A Jetstar-produced video illustrating how the dish is prepared has been viewed nearly 1,500 times so far.

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