First Masterchef sponsors announced

Network Ten has announced the brands sponsoring the forthcoming season of MasterChef Australia, which airs after Easter.

Coles Supermarkets, MasterFoods, Sunbeam, Fonterra, Mitsubishi Motors and Qantas Airways will return as sponsors, with a mix of in-show promotion, contestant challenges and themed commercial breaks.

New additions to the sponsorship roster include Reckitt Benckiser and the South Australian Tourism Commission.

More blue chip advertisers will be announced over the coming weeks, according to Network Ten’s chief sales officer Mike Morrison. This year’s sponsorship offers brands “deeper integration” with the show, says a press release from Ten, with strong online content and off-air tactical activities.

Last year’s season saw average metro audiences of around 1.65m viewers.

Recent Roy Morgan research rated MasterChef’s audience as among the “most optimistic” viewers.

Cathie McGinn

topics Channel TenColesFonterraMasterChef AustraliaMitsubishiQantasReckitt BenckiserSouth Australian Tourism CommissionSunbeam

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Comments: 3

Leigh 2 Apr 12

“deeper integration”? Excellent!

So this year we can expect to see old Presto spill a jar of MasterFoods spices in his Mitsubishi while on his way to SA after a shop at Coles.

But what is he going to wipe it up with? Don’t miss this chance Handee!

Reply

georgie 2 Apr 12

Hopefully the “hero of the dish” won’t make a return.Given the bias towards certain contestants(or alleged),hopefully this series will be a refreshing change from what we have seen so far.

Reply

Insider 3 Apr 12

Oh dear ‘deeper integration’…..I’m gonna have to make the PVR my best friend.

Reply

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