Coles and MasterChef: Commercial sponsorship in Australian TV

The decade-long partnership between Australian grocery chain Coles and MasterChef is a standard setter for brand integration within a television setting.

Australian television has delivered commercial integrations “very naturally and very honestly” for many years, according to Stephen Tate, Head of Entertainment and Factual Programs at Network 10.

“The Australian industry has always had such a strong commercial voice and we’ve never been squeamish about the fact that it’s a commercial enterprise,” said Tate at the Mumbrella Entertainment Marketing Summit in Sydney.

One of the most successful integrations in recent Australian TV history is the relationship between supermarket Coles and Network 10 staple MasterChef.

Cooking competition MasterChef first aired in 2009 and has since clocked up almost 700 episodes. Coles came...

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