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[Update: To learn who wins the competition, go here for the final episode.]
McDonald’s this week launches its first Web-based series, “Macca’s Chef,” with nine “webisodes” tied to and parodying a top-rated Australian TV cooking program. 

Trainees Steve (l.) and Chris with chef/mentor Jean-Pierre.

“Celebrity MasterChef,” premiering today (Sept. 30) in Australia, brings together 18 personalities from sports, entertainment and other walks of life for head-to-head cooking competitions. This series (created by ”American Idol” producer Fremantle Media) is a star-studded sequel to “MasterChef Australia,” which pitted regular folks against each other in the kitchen and garnered huge ratings.

McDonald’s directs viewers to www.masterchef.com.au/littlebitfancy where they can rate the Mighty Angus and Grand Angus burgers (recently introduced with ”It’s a little bit fancy” as the advertising theme). On the site, consumers also can view the multi-part McDonald’s series that spoofs the MasterChef concept. Episodes follow two McDonald’s trainees, Steve and Chris, who are competing to be the first “Macca’s Chef” (McDonald’s is known as Macca’s in Australia). Over the nine episodes, the two trainees will compete in taste tests, The Tomato Challenge, The Drive-Thru Challenge a Cook-Off and other competitions. See the first episode here.

Behind-the-scenes footage of the competitions is being circulated through social-media sites and blogs. Sponsorship agency OMD Fuse developed the tie-in. Bendalls handles social-media marketing.

The chain says the promotion not only gives exposure to the new Angus line, it also ideally can “show potential new trainees the fun side of our business,” according to Toby Dewar, national sponsorship and media manager for McDonald’s in Australia.