Award-winning integrated marketing company to drive campaign as beloved culinary competition makes historic move to e.tv.
Tech-forward, integrated marketing company, Brave Group, has been appointed as the marketing agency for MasterChef South Africa Season 6, marking a significant milestone as the beloved cooking competition makes its debut on e.tv in 2026. The appointment positions Brave Group at the forefront of one of South Africa's most anticipated television events.
"MasterChef South Africa represents everything we believe great storytelling should be: authentic, diverse, and deeply connected to the lived experience of South Africans," said Musa Kalenga, chief executive at Brave Group. "This is a show that celebrates craft in its purest form, the craft of cooking, yes, but also the craft of building dreams and forging new futures. At Brave, we approach marketing with that same reverence for craft."
Kalenga emphasised that the appointment reflects Brave's distinctive approach to integrated marketing. "We're not just a creative agency, a technology hot shop, an experiential company, or a PR firm; we're all of those things working in concert. Our diverse team brings together strategists, storytellers, technologists, and cultural architects. When you add our proprietary AI platform, Forge, and the full spectrum of capabilities across House of Brave, Bold, and Bravado, you have a marketing force that can operate at the speed and scale that a property like MasterChef demands."
He continued: "What excites us most is the opportunity to connect MasterChef's incredible stories with audiences who may be discovering the show for the first time on e.tv. Our technological prowess allows us to understand and reach South African audiences with precision, but it's our cultural fluency that will ensure the campaign resonates authentically. When MasterChef South Africa says it's 'Made in Mzansi', we want every South African to feel that in their bones."
From 2026, viewers will be able to watch all the culinary drama unfold every Sunday at 6pm on eTV, with additional screenings on eReality and eExtra.
The previous season of MasterChef SA delivered unforgettable moments and changed lives, with Bridget Mangwandi making history as the youngest winner and the first black woman to hold the title, a powerful reminder that the show is more than a competition; it's a launchpad for dreams.
MasterChef Season 6 promises to continue that legacy, showcasing the bold, diverse, and proudly local talent that makes South Africa's food culture unlike any other.
Brave Group's appointment encompasses the full spectrum of marketing responsibilities, leveraging the company's integrated capabilities across advertising, public relations, experiential marketing, and digital innovation. The campaign will utilise Forge, Brave's proprietary AI platform, to deliver data-driven insights and precision targeting whilst maintaining the authentic, culturally grounded storytelling for which both MasterChef SA and Brave Group are known.
As South Africa prepares to welcome MasterChef home to e.tv, viewers are encouraged to follow all MasterChef social channels and watch this space for campaign announcements leading up to the 2026 premiere.
