Apples for Apple. Geddit?
Coles has renewed its sponsorship tie-in with MasterChef Australia for a further two years.
After Coles reported record rises in sales of specific ingredients featured in the show, this will hardly come as a surprise.
A quick glance at the nightly ratings now that MasterChef Australia has finished proves that a hole has suddenly appeared where a million viewers once resided, and so it is not surprising that TEN will be keen to secure future lucrative deals, to ensure the cashola keeps flowing into its coffers.
This announcement comes just as news that six of the finalists are set to appear at the Telstra launch of the iPhone 4 in Sydney.
This is another example of the numerous lucrative marketing opportunities the MasterChef brand presents for all those involved in the franchise.
The ever-jolly Callum Hann.
Faith Campbell, the trading director of media-buying agency PHD Australia, told the Sydney Morning Herald that 30-second spots in the finale had been selling at $45,000.
On the basis of such numbers, media buyers have estimated that TEN's revenue stream from the show will be in the region of $65 million and $80 million in ads.
The continuing arrangement will see the Coles influence spread onto the Junior MasterChef Australia spin-off of the franchise.
MasterChef Australia finalists will be at Telstra's flagship T-Life store in the Sydney CBD at 8pm on July 29 and Matt Preston will make an appearance from 10pm. There will be apple treats for consumers prepared by the finalists and other activities including cook-offs.
Overkill, it may be, but you certainly can't blame the contestants for squeezing every last cent out of their 15 minutes of fame.
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