Sunbeam Australia announced yesterday that it has formed a strategic partnership with MasterChef, where it will have its range of appliances used throughout the second series of the hit TV show.
MasterChef was one of the highest rating shows on Australian TV last year with around two million viewers per episode at its peak. David Jackson, Sunbeam CEO, was very excited about the new partnership with theis extremely popular program.
“Sunbeam is thrilled to be involved with such a popular, relevant program which is engaging consumers by reinvigorating their love of cooking,” he said.
The new deal with MasterChef will see Sunbeam appliances used across all the segments of the show, including the Pressure Test and the Invention Test.
In addition to this, Sunbeam products will also be featured in the MasterChef house, which is where the contestants will be living throughout the competition.
Sunbeam said that all the contestants have had training sessions on the Sunbeam appliances to familiarise themselves with the range and to ensure the contestants have confidence in the products when the competition is under way.
This partnership will be supported with an extensive TV advertising campaign and online presence on the MasterChef website.
Sunbeam will also run a consumer promotion titled ‘Dine with a MasterChef’ starting on 1 April 2010. This will give five consumers an opportunity to win a two night trip to Sydney’s Becasse restaurant in Sydney with three friends. They will then be served an 8-course degustation dinner hosted by executive chef Justin North.
This prize will also be supported with a cashback program across 32 products in the Sunbeam range. All stores will receive a point-of-sale kit containing posters, redemption instructions, swing tags and tent cards.