BLE 09: Fremantle sticks with Tefal

Samantha Loveday

By Samantha Loveday

September 30th 2009 at 6:25AM
BLE 09: Fremantle sticks with Tefal

Brand appointed as MasterChef cookware licensee in Australia.

FremantleMedia Enterprises and Groupe SEB Australia announced a partnership which sees Tefal appointed as the MasterChef cookware licensee in Australia.

Following the phenomenal success of MasterChef – which gave broadcaster TEN its best night of the year in audience and share, peaking with audiences of 4.11 million - Australia has apparently become a food-obsessed nation.

The co-branding opportunity will boost the cookware category and is the first of a number of partnership announcements that will see MasterChef become one of Australia’s premiere food and lifestyle brands.

Ben Liebmann, VP Licensing, Australia, FME commented, “The success of MasterChef has created an opportunity for FME to partner with market leaders in each of the categories we have explored for brand extension. Tefal is a perfect fit for the aspirational and inspirational values of MasterChef. We look forward to more FME announcements including the release of the Official MasterChef DVD, cookbook and the much anticipated MasterChef magazine, which complement this innovative cookware line.”

More details on the FME / Groupe SEB partnership, product ranges and marketing activity will be released in the coming weeks, as well as further brand extension announcements for MasterChef in the region.