Sponsorship of TV programme MASTERCHEF delivered scale and the perfect cooking environment. Contestants found their quality ingredient inspiration at COLES – either in the supermarket itself, or in the COLES -stocked pantry. Each time COLES rose to the challenge.But the platform was more than just a place to speak to consumers; it was a way of speaking to them. It was central to a rallying cry: ‘To cook like a MASTERCHEF cooks, shop where a MASTERCHEF shops.’COLES helped make adventurous cooking easier for Australians. We worked with the programme’s producers to set the key dishes six weeks before they were featured. COLES then sourced the ingredients, gave them pride of place in store and distributed recipe cards to help consumers create them at home. The communication was extended across TV, digital and print, including COLES’ weekly catalogue sent to 8m homes.Meal inspiration now surrounded shoppers at every turn.

Together COLES and MASTERCHEF kick-started a home-cooking renaissance. Not only did 1 in 4 Australians watch the winner crowned, but ordinary people are now serving extraordinary dishes. Sales of pork belly increased by 3600% immediately after featuring in the‘invention’ segment!As the way consumers cooked changed, so did where they shopped. COLES became the 2nd most positively viewed brand in the country. Approximately $280m of incremental sales were generated and the sponsorship was even highlighted in the holding company’s annual report as a key driver of recent success. Well, it’s hard to argue with over 1500% return on investment!