Sunbeam Celebrates a Successful Sponsorship as Isabella takes out the Junior MasterChef title

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November 2010
A peak of 2.24 million Australians tuned in last night to see 12 year old Queenslander Isabella crowned as Australia's first ever Junior MasterChef winner.
Partnering with the MasterChef franchise has been a masterstroke for Sunbeam, with the brand enjoying consistently strong target audience exposure in a media vehicle that continues to go from strength to strength.

A consistent ratings winner with an average audience of 1.48 million per episode, Junior MasterChef has proven a strong spin off format of one of the most successful television shows in Australian history, continuing to trump other television cooking shows such as Seven's Iron Chef and My Kitchen Rules.

The Junior MasterChef finale saw Isabelle face off against Jack to complete a gruelling two step challenge, a mystery box featuring seafood, quail and veal and an Adriano Zumbo 'Pear Perfection' dessert pressure test.

A variety of Sunbeam products starred in the finale including the Mixmaster (MX8900), the Handmixer (JM6600) and the Stickmixer (SM8650).

Sunbeam products were consistently featured throughout the series, being used to create sophisticated dishes ranging from scallop mousse to raspberry coulis and the Mixmaster (MX8900) starring in the Donna Hay chocolate cake challenge.

In addition to supplying products for use in the competition, Sunbeam also provided prize packs to all contestants, encouraging them to continue in their cooking endeavors with the Sunbeam Mixmaster (MX8900) and Stickmixer (SM8650).

"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 & 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," Cowley said.

In addition to on-screen activation, Sunbeam also has a 'Shop Like a MasterChef' promotion active, offering consumers a chance to win groceries for a year, in partnership with Coles.

"We are looking forward to future involvement in television cooking shows as it is proving a very successful strategy for our brand," Cowley concluded.

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