5.74 million Australians tune in to watch Sunbeam star in MasterChef finale

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July 2010
Adam Liaw may have taken out the MasterChef title last night but there was more than one winner, with Sunbeam triumphing as a major sponsor of the highest rating Non‐Sporting event in Australian television history.

A peak audience of 5.74 million viewers nationally were glued to their sets for MasterChef Australia - The Winner Announced, with a peak of 5.49 million viewers tuned in for MasterChef Australia - Finale Night.

Alignment with a show of such unprecedented popularity has proven invaluable for Sunbeam, reporting significant upswings in demand, sales and massive order replenishments for their products as a direct result of the sponsorship.

Six Sunbeam products were featured in last night's epic finale consisting of three challenges: the Café Series Mixmaster (MX8900) whipped egg whites into perfect peaks, the Blender (PB9500) was used to create smooth Guava puree and the Stickmaster Pro (SM8650) assisted with Callum's incredible chicken sauce. The Café Series Food Processor (LC8900), the Mixmaster (MX8900) and the Ice cream Maker (GL8200) also contributed to the magical dishes served up in the hotly contested finale.

"We are thrilled with how Australians have embraced cooking and the MasterChef format, which has given Sunbeam a fantastic platform to showcase its diverse and versatile product range. To see how our appliances have helped the contestants create amazing dishes has been very satisfying and enjoyable to watch," CEO David Jackson commented.

Sunbeam's sponsorship extended far beyond product placement on the program. Placement of Sunbeam's catchy 'You are my Sunbeam' TVC just before the winner was announced, has proven valuable. A consumer promotion 'Dine with a Master Chef' involving Bécasse restaurant's acclaimed chef, and regular on the show, Justin North, attracted significantly more entries than Sunbeam's last three promotions.

"The MasterChef phenomenon has been fantastic for our brand to be a part of and we look forward to continuing this momentum with Junior MasterChef and other exciting initiatives in the future," said Jackson.

Sunbeam is a major sponsor of Junior MasterChef, due to air in October 2010.