Less than a week out from premiering its food juggernaut, Network Ten has revealed the brands backing season eight of MasterChef.
Principal sponsor for the show, Coles is returning, and it's joined by Harvey Norman, Swisse Wellness, IKEA, Devondale, ANZ and travel partner Qantas.
Network Ten executive general manager for Sydney, Louise Barrett, said: “MasterChef Australia set the culinary bar high in 2015 and we are thrilled to welcome returning sponsors and new partners to the 2016 season.”
Barrett explained “the original and the best” MasterChef Australia provides the most "seamless" integration opportunities and "premium bespoke sponsorship packages for clients."
Last year the finale of season seven saw it pull an audience of more that two million metro viewers, with Barrett saying after growing 31% in 2014, MasterChef Australia’s audience increased another 15% last year.
“No other reality show in Australia has ever seen growth like that in its sixth and seventh years,” she says. “The show’s popularity extends beyond the television screen. A true multi-screen sensation, the 2015 series had 23.4 million video views on tenplay, up 37% on 2014, and 21.7 million impressions on Twitter,” she added.
ANZ is one of the sponsors joining the program this year and its head of marketing, Carolyn Bendall, said: “We’re very excited to be joining the MasterChef Australia journey this year. It’s inspiring to see how invested people of all ages and stages right across Australia are in creativity in the kitchen – it’s the perfect platform for us to launch some new creations of our own as the series unfolds.”
Content and brand partnerships director at Multi Channel Network, Tania Jones, says this year the show has experienced the most successful sales integration year so far for the program, adding it's a “testament to the legacy of its broadcast history and Network Ten’s commitment to producing Australia’s most premium cooking show.”
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