MasterChef Australia attracts record number of partners

Arvind Hickman
By Arvind Hickman | 30 April 2018

Network Ten and Multi Channel Network (MCN) have secured a record number of partners for MasterChef Australia’s tenth season, which this year features celebrity chef Gordon Ramsay for the first time.

The show’s commercial backers include returning principal partner Coles and partners Harvey Norman, Cadbury, Holden, Cobram Estate, Diageo, a2 Milk, Jacob’s Creek and Bulla.

Other partners for 2018 include Ardmona, Canstar, SATC and Swisse Wellness.

Judges Matt Preston, Gary Mehigan and George Calombaris will be joined by guest chefs Maggie Beer, Curtis Stone, Adriano Zumbo, Darren Purchese, Kristen Tibballs, domestic goddess Nigella Lawson and Ramsay.

This season of MasterChef Australia will include a challenge featuring the Melbourne Football Club, a week exploring picturesque South Australia and, for a group of contestants, a once-in-a-lifetime opportunity to cook for the Prince of Wales in Darwin.

“MasterChef Australia remains one of the most premium and brand-safe programs on Australian television, a program that consistently delivers strong results for our partners,” Network Ten’s executive general manager of revenue and client partnerships Rod Prosser said.

“Viewers have loved MasterChef Australia since the first day it went to air and this year’s season will delight and surprise them.

“We are honoured to have such a stellar line-up of partners in 2018, in particular, Coles, which has been with MasterChef Australia since the start and has been an amazing supporter of the show and Network Ten.”

MCN content and brand partnerships director Tania Jones added: “We’re thrilled to see so many leading brands return to partner with MasterChef Australia. The show continues tobe one of Australia’s biggest event TV franchises, providing an amazing platform for brands to effectively connect with its devoted viewers.”

What the brands said

Coles managing director John Durkan said the supermarket will supply all of the show’s food and hopes it motivates Australians to “create their own magic in their kitchens at home with delicious food from Coles”.

Harvey Norman home appliances general manager Lachlan Roach believes MasterChef Australia is the only cooking program in Australia that gets generations of families in the kitchen cooking.

“We look forward to celebrating 10 years of a program that is all about the food and the home-based talent, many of whom have moved on to live out their dreams in the food industry. It just grows and gets better and better every season,” Roach added.

Mondelez International associate director of chocolate Paul Chatfield said the chocolate maker will use this season to launch its Share the Taste campaign for Cadbury Dairy Milk.  

Holden said its partnership with MasterChef Australia is the perfect platform for its new Holden Equinox, “the ultimate vehicle for exploring local farmers’ markets, out-of-town wineries and, of course, the MasterChef Australia HQ”.

Diageo head of emerging brands and partnerships Jodi McLeod said “what MasterChef Australia has done to elevate our vibrant food and drinks culture in Australia can’t be underestimated”.

“This partnership helps consumers discover how spirits and cocktails can take their at-home entertaining to the next level, unlocking their own creativity with our brands as they experiment with different cocktails and flavours,” she added.

The season kicks off on Monday, 7 May at 7.30pm.

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