Masterchef reveals its five sponsors for 2010 – as ads in sister mag go gangbusters too
A
day after Seven wrapped up My Kitchen Rules, Ten has gone on the culinary front foot, revealing its sponsors for the second series of Masterchef, which was last year’s surprise hit.
And the franchise is also performing for News Ltd’s Masterchef magazine, Mumbrella can reveal.
The extended sponsor list of five consists of returning sponsors Coles, Campbell’s and Fonterra, along with new sponsors Handee Ultra and Sunbeam.
Ten CEO Grant Blackley said: “There’s been a lot of interest in the lead-up to the 2010 season. This has culminated in an impressive line-up of leading Australian brands.”
- Coles’ integrated sponsorship package includes in-show promotions, in-store contestant challenges, as well as online recipes and sponsored links on the official MasterChef Australia website. It will also provide the food ingredients for the Masterchef kitchen and the contestant house.
- Campbell’s’ package includes segment play-outs for Campbell’s Real Stock, commercials for the product during MasterChef Australia advertising breaks, contestant challenges using Campbell’s products and branded content on the MasterChef website.
- Fonterra brands Perfect Italiano, Western Star butter and Riverina Fresh will feature in play-out segments, on-line recipes and a ground-breaking consumer promotion. Fonterra products will also feature in MasterChef challenges.
- Handee Ultra, which also sponsored the Celebrity Masterchef spin-off, will include ads plus products in the Masterchef kitchen.
- Sunbeam is the official supplier of small electrical appliances for both the MasterChef kitchen and the contestant house, along with ads, on-line branding and a ‘Dine with a Masterchef’ consumer promotion.
The MasterChef website has also been upgraded to include full-length catch-up episodes, contestant interviews, profiles, viewer forums and video of contestants’ signature dishes.
Last year, the challenge show drew an average audience of 1.74 million viewers, according to OzTam data, while while the daily show drew an average audience of 1.53 million viewers.
However, with a new OzTam panel appearing to deliver lower ratings across the board and concerns about viewers potentially becoming jaded with the format, a close eye will be kept on the ratings.
Blackley told the gathering that viewers will also be able to watch full episodes via Telstra mobile handsets. he said: “For the first time we will be working on a three screens policy.”.
Meanwhile, Mumbrella understands that forward bookings of advertising into NewsLtd’s’ Masterchef magazine have already easily exceeded the $1m mark.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
topics
Advertising
Campbell's
Coles
Fonterra
Grant Blackley
Handee Ultra
MasterChef
My Kitchen Rules
sponsorship
Sunbeam
television
Ten
TV
I love the subtle differences between MKR and Masterchef.
The digital/analogue clock.
The personality of the judges.
and the actual story/development of the competitors.
MKR wasn’t absolutely terrible, but it was a poor imitation of what was probably the star of last year’s television.
User ID not verified.
I don’t think MKR’s was so much a spin off from Masterchef, after all My Restaurant Rules was on TV long before MasterChef was, so could you say Masterchef was a spin off from that? I enjoyed all three shows, but probably the My Restaurant Rules the most as it looked at all aspects from marketing to menu to decor to business to actual cooking.
User ID not verified.
You know how it is when you ask your second-best friend for the recipe to that yummy specialty dish? … You follow the recipe supplied, create it and it takes like … Aaugh! … In other words awful. You know what happened? Your friend left out one or two essential ingredients and fudged the temperature. Similary with My Kitchen Copies. In their haste to replicate success they worked off what looked like the right recipe, but wasn’t … And then over-cooked it. Oztam not withstanding, MasterChef will rule when it serves up seconds for it’s 2010 season.
User ID not verified.
I don’t understand why this sub standard content is still being produced. At the end of the day its untrained cooks, producing poor quality meals.
Why hasn’t any Australian network picked up Top Chef? It has industry professionals that want to set up a restaurant and after the show is finished and they have chosen the top chef, the winner isn’t tied to a Glapwrap campaign.
We should have show that celebrate the difficulties of cooking and that art of presentation, done by professionals.
User ID not verified.
Yesterday on Today, Julie cooked a sausage roll, in a roll.
Australia, this is your Masterchef.
User ID not verified.
If it’s any consolation, the English Masterchef has terrible production qualities, is painful to watch, lacks any story or flow, and is just downright ordinary compared to the 2009 Australian series.
User ID not verified.
Did Julie’s cookbook even come out? Once the show is over all the hype and media disappear fast. So does anyone really give a damn or just after mind numbing TV?
User ID not verified.
Well it might be about homegrown chefs, but it certainly aint about local food with those sponsors! http://www.vicfarmersmarkets.org.au
User ID not verified.