Price check in aisle 10

Two food shows, two rival sponsors, one network. Can this recipe really work for TEN?

I’m not normally that interested in who the sponsors are for TV programmes …that’s for advertisers and media buyers to get excited about.

But it was with some curiosity that I noted a release from TEN that Coles has again signed as a principal partner for MasterChef Australia.

I say ‘curiosity’ because earlier this week TEN announced Woolworths were the major sponsor for Recipe to Riches (as first tipped by TV Tonight as far back as June).

TEN’s Chief Sales Officer, Barry O’Brien, said in a statement: “We are thrilled to welcome Coles back for 2013. MasterChef Australia’s move to Melbourne in 2013 offers sponsors new and exciting opportunities with one of the most powerful and beloved brands on Australia television.

“We have also had strong interest from a number of other sponsors keen to get involved with both MasterChef Australia and MasterChef: The Professionals in 2013.”

Shine Australia Managing Director, Matt Campbell, added: “Shine Australia is thrilled to have Coles back as a tier one sponsor and we look forward to dishing up a fabulous series with MasterChef: The Professionals.”

Whilst pitting rival supermarkets in food shows on the same network may seem like dangerous territory (and it is), it’s also a sign of the network’s strength that they’ve secured both without one baulking. There were unconfirmed whispers of one supermarket giant being played off against the other for the newer series.

FremantleMedia Australia is producing Recipe to Riches.

Of course, the proof will be in the pudding if one out-shines the other, so to speak, in the ratings.

6 Responses

  1. Doesn’t surprise me as Coles always sells greater quantities of products used in recipes on MasterChef days after the show airs. Woolworths wants to get in on the action and is hoping for another MasterChef situation.

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