Wednesday, 18 January 2012

Masterchef returns: Did you spot the brands?

Last night was eagerly anticipated in my house for the return of Masterchef – and thank goodness they’ve ditched that awful X-Factor style audition process!

Aside from looking wide-eyed at the sheer culinary talent on show (maybe not so much in the early stages, especially the poor girl that thought her sole was plaice!), Masterchef gives me a chance to look out for some fascinating food and drink product placement.

Working in Food and Drink PR and with a genuine interest in brands and logos, I’m probably more aware than most of product placement. And although Masterchef may be less commercial than some programmes in its brand promotion, there were still some top names on show. Did you spot them?

Those who take note of packaging might have noticed the Waitrose ingredients or Colman’s Mustard – the show’s producers may have covered the name up but you still can’t fail to recognise that British classic! Even more subtle was the careful placement of Olive and Cook Vegetarian magazines in the waiting room.

On the equipment side, Pyrex jugs, Circulon pans and Salter weighing scales were all evident in the first episode, not to mention the unmistakable KitchenAid Artisan Mixer lurking mysteriously on the back shelf – as it does so often on TV cookery shows.

So how many did you get? You’ve got another chance to play tonight...


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