The show is starting to hit its straps for Channel 10 and with the contestants travelling to Tasmania this week, it is expected to continue to be a huge success for the network.
For the third year running, Sunbeam has returned as the exclusive small appliance provider and sponsor to the reality-cooking program credited with establishing the genre's success in Australia.
"MasterChef directly reaches our core target audience and its continued successover several years proves it has a winning formula," Nicole Cowley, Sunbeam's Marketing Manager said.
"The rating figures show MasterChef is reaching a total of 5.71 million across the week, making it a fantastic platform for us to showcase our products."
Sunbeam has also unveiled its new 2012 advertising campaign during MasterChef, with the first of three new ads focusing on its Café Series range currently airing, featuring the new Planetary MixMaster. MasterChef provides Sunbeam with a great opportunity to highlight its range of products which are used in challenges in the MasterChef kitchen, as well as being featured in the contestants' "home".
"As with all of our sponsorships, we see our involvement in MasterChef as an important part of our marketing strategy," Nicole Cowley said.
"Product integration has so far been very strong this year which is really important, many of the challenges are designed around the use of Sunbeam's key products."
Sunbeam products already highlighted in the first few weeks of the series include the Café Series Blender, Café Series Planetary MixMaster, Café Series Food Processor, the MixMaster Hand Mixer, the Stickmaster Pro, and Deep Fryer.
"Our involvement with MasterChef Australia allows us to take Sunbeam products into the homes of consumers and demonstrate the appliances in action," Nicole Cowley said.
"We've found in recent years that product sales increase during programs such as MasterChef Australia. Our association allows us to showcase our products in the best location - the kitchen."