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.


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