By Patrick Avenell

SYDNEY, NSW: Sunbeam's biggest marketing initiative for 2011 begins tonight, with the official partnership launch of the third season of MasterChef Australia. This is Sunbeam's second year as the small appliance sponsor of MasterChef, with unprecedented audiences observing its first two outings.

After skipping the first season, Sunbeam came on board for MasterChef 2, in addition to picking up the Celebrity and Junior editions of the show. The flagship programme, MasterChef Australia, is the highest rating non-sport regular series in Australian history, providing Sunbeam with unmatched exposure in the marketplace.

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Tonight's launch is being catered by reigning champ Adam Liaw. A cavalcade of celebrities (and the unavoidable D-Listers) will be in attendance to salute this third year of association.

Check back on for the news from this event.