Sunbeam to sponsor My Kitchen Rules
Kitchenware brand Sunbeam will sponsor the second series of cooking show My Kitchen Rules. The announcement:
Tuesday, 29 June 2010 – Sunbeam has knocked out Breville to secure an exclusive product agreement on the second series of My Kitchen Rules, reinforcing its position as the preferred small appliance provider across Australia’s highest rating kitchen TV shows.
On the back of its prolific partnership with the second series of MasterChef, currently screening on Network Ten, the My Kitchen Rules product agreement is
the icing on the cake for Sunbeam, and sees the brand corner the explosive cooking show market.
David Jackson, Sunbeam CEO, said, “These agreements provide strategic brand alignment for Sunbeam and a powerful brand visual for consumers, crucial to cementing a leadership position in the small appliance category. We now have a strong brand presence in two of the most influential Kitchen TV shows.”
“We know this strategy works – our customer care team receives countless calls about the products used on MasterChef and we have seen a significant sales uplift especially for the SM8650 StickMaster® Pro and the LC8900 Café Series® Food Processor” (Source: GfK data May 09 vs May 10), Jackson continued.
Series two of MasterChef is attracting an average of 1.762 million viewers every night, while My Kitchen Rules first season averaged more than 1.3 million viewers each night. These key agreements see Sunbeam continue to invest in the food preparation categories, making it a priority to provide retailers with all the materials they need to drive consumers in-store. Outstanding POS and promotional opportunities have always been a priority for Sunbeam and will remain a strong focus over the coming year. “Sunbeam products are designed to help, with the features and performance excellence that consumers expect” says Jackson. “To align our products with MasterChef and My Kitchen Rules is an obvious response to Australia’s burgeoning love of all things gourmet. It drives home the connection between the brand consumers trust and the kitchen essentials they need in their own food preparation.”
Source: Sunbeam press release
