What the strength of the MasterChef brand means for show sponsors

masterchef australia

Tamar Hovagimian: “Over 70% of our sponsors return each year”

NB: This interview was conducted before the passing of MasterChef judge, Jock Zonfrillo

There are a lot of factors that go in to a successful TV show. MasterChef is not only a major ratings draw for Channel 10, it’s also a format that has mastered the art of product integration.

Mediaweek spoke to Tamar Hovagimian, Paramount ANZ partnership director about sponsored content and how brands are cooking up a storm on MasterChef Australia.

Tamar Hovagimian

Tamar Hovagimian

How do you go about bringing sponsored content into the show?

“Everything we do from a sponsorship point of view needs to be authentic and create a true value exchange for the audience. There is a strategic lens across every idea and each opportunity is a true collaboration between ESA, 10, our clients and the Paramount Brand Studio teams. There is no one-size-fits-all solution for a show like MasterChef. Every year, the overarching theme, contestants, and cuisine informs the way we approach sponsorships and how we bring them to life.

“We have a brilliant mix of new and returning sponsors lined up for 2023. We’re celebrating 10 seasons of partnership with Harvey Norman, we have an exciting MasterChef global-first activation in the works with Coles alongside their supply of all the quality fresh produce, and Bulla is back to stock the pantry with their quality range along with Primo, Lee Kum Kee and Leggo’s. L’Or Espresso will also be returning with a fresh take on last years’ coffee challenge!  After a very successful 1st season sponsorship with us last year, Somat are also back as our official cleaning partner. Viewers will also see some familiar faces across some of our TVC led campaigns for brands and a new initiative we are launching with a movie house client!”

How do you measure the success of a sponsorship deal on MasterChef Australia?

“Obviously, there is the talkability and engagement on social media, but ultimately, we love hearing tangible sales results from our clients.

“A testament to how the Paramount Brand Studio team manage partnerships is the glowing feedback we get from new and returning partners about how well our sponsorships are executed. Seeing sponsors return again and again also shows us and the market that we are delivering for our partners. Over 70% of our sponsors return each year which is incredibly rewarding and feels like the true measure of success.”

What’s your favourite example of a particularly successful sponsorship integration on the show?

“Coles has well and truly set the benchmark for partnerships in Australia.

“Even in its 15th year, we are breaking down barriers and building and evolving the way this sponsorship comes to life. This year, we have been working on a global-first activation for MasterChef with Coles, which we are really excited about.

Our MasterChef Australia sponsors see a positive impact across all key metrics, particularly brand engagement. Research showed that MasterChef viewers were 1.3x more likely to consider the sponsored brand and higher still in their purchase intent at 1.5x.”

What does the strength of a brand like MasterChef mean for sponsors working with the show?

“There is over 15 years of equity in the MasterChef brand in Australia alone. It is a trusted and aspirational brand which stands for quality, hope, inclusivity and so much more. Brands can capitalise on this from right across the Paramount playground, to their owned channels and all the way through to the viewers’ point of purchase. We know it presents a brand-safe environment and opportunity to reach every age at every stage. It brings the whole family to the couch.”

Originally scheduled to premiere May 1, MasterChef Australia will now air 7.30pm on Sunday, May 7 due to the death of judge Jock Zonfrillo.

See Also: “An extraordinary man: MasterChef’s Jock Zonfrillo passes away
See Also: “He will be greatly missed”: Industry reacts to the passing of Jock Zonfrillo
See Also: “The complete package”: MasterChef judges remember Jock Zonfrillo

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