Farmers Union Greek Style Yoghurt partners with Masterchef Australia for integrated campaign and on-pack promotion
Bega Group’s Farmers Union Greek Style Yoghurt has launched a partnership with Masterchef Australia, including product integration on the show and more.
The announcement:
Bega Group’s Farmers Union Greek Style Yoghurt has launched a high-impact integrated partnership and on-pack promotion with popular reality television series, MasterChef Australia: Back To Win.
Farmers Union Greek Style Yoghurt has signed on as an official partner of Network 10’s latest season of MasterChef Australia in a deal brokered by Starcom Australia.
The partnership will see the popular Greek style yoghurt integrated into the show across multiple touchpoints, including as a key ingredient in last night’s ‘Mystery Box’ challenge set by Australian chef, restaurateur and MasterChef Australia judge Andy Allen.
It also extends to an on-pack promotion across Farmers Union Greek Style Yoghurt individual and share tub sizes, offering shoppers the opportunity to win a share of $500,000 instantly, with up to $1,000 to be won every day.
To win, consumers must purchase any Farmers Union Greek Style Yoghurt and scan the QR code or visit farmersunionwin.com.au to enter.
Bega general marketing manager, Matt Gray, said: “Watching Farmers Union Greek Style Yoghurt become part of the MasterChef kitchen is pretty special for us. It’s a brand that’s been a staple in Aussie homes for years, and seeing it used in new, creative ways on an iconic show feels like a great moment. We hope it inspires home cooks to try something different and have a bit of fun with it.”
Starcom Australia client service director, Marcus Morris, said: “Australians care deeply about nourishing themselves, their families and friends, but often they can get stuck with cooking the same tried and true recipes again and again. Through this integrated partnership with MasterChef, we wanted to reinforce Farmers Union as a staple ingredient that both fuels and fulfils.”
The partnership also includes BVOD, billboards, social media, offline point of sale (POS) and bespoke 30’ and 15’ in-episode TVCs utilising brand ambassador and Season 13 MasterChef Australia winner, Justin Narayan.
The Farmers Union Greek Style Yoghurt x MasterChef Australia on-pack promotion will run until 28 July 2025.
Watch and stream MasterChef Australia: Back To Win free on 10, Sundays at 7pm and Monday to Wednesday at 7.30pm.
Source: Publicis Groupe
