Bega Group’s Farmers Union Greek Style Yoghurt has launched a partnership with MasterChef Australia: Back To Win, featuring product integration and a national on-pack promotion.
The deal, brokered by Starcom Australia, includes appearances across the show, including a feature in the recent ‘Mystery Box’ challenge set by judge Andy Allen.
It also extends to an on-pack promotion across Farmers Union Greek Style Yoghurt individual and share tub sizes, offering shoppers the opportunity to win a share of $500,000 instantly, with up to $1,000 to be won every day.
Bega General Marketing Manager, Matt Gray, said: “Watching Farmers Union Greek Style Yoghurt become part of the MasterChef kitchen is pretty special for us.
“It’s a brand that’s been a staple in Aussie homes for years, and seeing it used in new, creative ways on an iconic show feels like a great moment. We hope it inspires home cooks to try something different and have a bit of fun with it,” he added.
Starcom Australia Client Service Director, Marcus Morris, said: “Australians care deeply about nourishing themselves, their families and friends, but often they can get stuck with cooking the same tried and true recipes again and again.
“Through this integrated partnership with MasterChef, we wanted to reinforce Farmers Union as a staple ingredient that both fuels and fulfils.”
The Farmers Union and MasterChef Australia partnership also includes BVOD, billboards, social media, offline point of sale (POS) and bespoke 30’ and 15’ in-episode TVCs utilising brand ambassador and Season 13 MasterChef Australia winner, Justin Narayan.
To win, consumers must purchase any Farmers Union Greek Style Yoghurt and scan the QR code or visit the Farmers Union website to enter the competition.