From the MasterChef Australia kitchen to Coles shelves, Paramount ANZ Brand Studio has elevated the 15-season partnership in a global-first activation for the franchise.
For the first time in the franchise’s history, MasterChef Australia fans can now bring a taste of TV into their kitchens as contestant Rue’s Mupedzi’s challenge winning BarbeRue Sauce is now available for a limited time at Coles stores around Australia.
Inspired by her love for barbeque sauce, Rue’s BarbeRue Sauce won MasterChef Australia’s immunity challenge and the incredible opportunity to be stocked for a limited time at Coles stores around Australia.
Rue said: “I had never had barbeque sauce before arriving in Australia from Zimbabwe, back in 2009. It wasn’t just a condiment; it was a flavour explosion that transformed ordinary food into a feast. My sauce is smoky, sweet and very spicy; it reminds me of weekends with family around the barbeque, sharing laughs and making memories and I’m hoping BarbeRue Sauce will create the same warm feelings for other families, too.”
“I still can’t believe I have my own sauce. It’s absolutely mind-blowing and I’m so grateful to the judges, MasterChef, Network 10 and of course Coles to have had this life-changing experience. To have my product on Coles shelves for the whole of Australia to try, is truly a dream come true.”
Tamar Hovagimian, Head of Partnerships – Paramount Brand Studio at Paramount ANZ, said: “MasterChef Australia and Coles have been setting the benchmark for seamless brand integration for 15 seasons. It’s only natural that we would partner with Coles to offer consumers the first ever chance to purchase a competition winning condiment and bring a taste of MasterChef into their home cooking. This activation is a global first for the MasterChef brand and we can’t wait for our viewers to try it.”
Carmel Horvath, Head of Sponsorships and Events at Coles, said: “MasterChef Australia has been inspiring what our customers put in their shopping trolleys since 2009. It’s a partnership we are very proud of and one that we continue to build on year after year. We’re thrilled to offer our customers a product pulled directly from a challenge in show and available at Coles the very next day around Australia.”
Marty Benson, Director of Content, Melbourne at Endemol Shine Australia, said: “On MasterChef Australia we always aim to inspire and delight, but this opportunity to collaborate with Coles to fast-track the flavours of the MasterChef kitchen direct to dinner tables around the country takes that ideal to another level. We are incredibly proud to explore exciting new territory for the MasterChef Australia brand and know that the BarbeRue sauce will bring joy to Coles customers Australia-wide.”
Rue’s MasterChef Australia challenge winning BarbeRue Sauce is available for a limited time at Coles stores nationwide. Rue will be making an appearance at Coles Richmond Traders on Friday, 16 June, from 10am to 12pm, where lucky customers can sample her delicious BarbeRue Sauce.
