By Paul Hayes

SYDNEY, NSW: Sunbeam is set to launch a major new marketing campaign with a 60- second TVC due to air during the first episode of MasterChef series 2 on Monday 19 April 2010.

The new $5 million campaign will involve both 60- and 30- second spots in heavy rotation during free-to-air prime time hours.

According to Sunbeam, the campaign draws on the connection the company believes Australian people traditionally have with the brand, and features a unique version of the song, ‘You are my Sunshine’.

“We have upped the ante with this new campaign, which highlights just how integral Sunbeam and our products are to people’s lives,” said Sunbeam chief executive officer, David Jackson.

“We are confident that this new creative, and our association with MasterChef, will invigorate consumer demand for small appliances and drive customers into the store of our retail suppliers.”

After the success Breville recently enjoyed as sponsor for the first season of My Kitchen Rules, it could now be Sunbeam’s turn to take advantage of the current trend towards ‘kitchen TV’.