By Ella Legg

The Sunbeam brand will reach around 3 million Australian households in the coming months, after signing an exclusive product agreement with the second series of My Kitchen Rules, in addition to its prolific partnership with MasterChef.

Sunbeam CEO David Jackson said, “These agreements provide strategic brand alignment for us and a powerful brand visual for consumers, crucial to cementing a leadership position in the small appliance category.”

“To align our products with MasterChef and My Kitchen Rules is an obvious response to Australia’s burgeoning love of all things gourmet. It drives home the connection between the brand consumers trust and the kitchen essentials they need in their own food preparation.”

“We know this strategy works – our customer care team receives countless calls about the products used on MasterChef and we have seen a significant sales uplift especially for the SM8650 StickMaster® Pro and the LC8900 Café Series® Food Processor” (Source: GfK data May 09 vs May 10), Jackson added.

Series two of MasterChef is attracting an average of 1.762 million nightly viewers, while My Kitchen Rules’ first season averaged more than 1.3 million.

Sunbeam is bolstering its kitchen TV partnerships with point of sale support and other promotional activities.