SBS, Coles, and Nestle capitalise on the popularity of the 2010 MasterChef television series.
Coles featured the invention test recipe of finalist (now winner) Adam Liaw, not only inspiring consumers to cook the dish at home, but also raising the profile of the supermarket chain and the quality of their produce.
SBS leveraged the popularity of the show to push their own long-running competitive Japanese cooking show, Iron Chef. The execution featured Iron Chef Sakai, who had a guest appearance on MasterChef.
Finally, Nestle aligned their cooking chocolate to MasterChef judges Gary Mehigan and George Calombaris in newspaper ads that ran in weekend paper NIMs, positing the product as a the preferred brand for experts.
