Junior MasterChef a ‘masterstroke’ for Sunbeam

By Keri Algar

SYDNEY, NSW: Sunbeam’s great expectations for top network ratings for Junior MasterChef were achieved last night when a peak audience of 2.24 million viewers tuned in for the finale.

While the number of viewers was less than half of MasterChef Australia’s finale in July, the Channel 10 program managed to bump aside rival networks’ Seven and Nine programs, The X Factor and Two and A Half Men respectively, for number one position.

“Partnering with MasterChef is a great way for us to reach consumers in a variety of ways and taking a 360 approach to the sponsorship is very important to us,” said Nicole Cowley, product marketing manager, food preparation and cooking, Sunbeam.

“Using multi-platform product integration, we are taking advantage of product use in the show, as well as general placement, advertising, web presence and awarding contestants with Sunbeam prize Packs.

“We are looking forward to future involvement in television cooking shows as it is proving a very successful strategy for our brand.”

12-year-old Isabella from Queensland won a trust fund of $15,000 while Sunbeam provided prize packs to all the contestants, including the Mixmaster and Stickmixer.

Channel 10 has commissioned a second series of Junior MasterChef.

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