Bega Farmers Union Greek Style Yoghurt has announced a new partnership with MasterChef Australia: Back To Win, facilitated by Starcom Australia. This collaboration includes an on-pack promotion offering consumers a share of $500,000, with up to $1,000 available to win daily. The promotion requires consumers to purchase the yoghurt and enter via QR code or website.

The yoghurt will be integrated into the show as a key ingredient in a ‘Mystery Box’ challenge. This integration aims to showcase the versatility of the product within the MasterChef kitchen. Bega General Marketing Manager, Matt Gray, said, “Watching Farmers Union Greek Style Yoghurt become part of the MasterChef kitchen is pretty special for us. It’s a brand that’s been a staple in Aussie homes for years, and seeing it used in new, creative ways on an iconic show feels like a great moment. We hope it inspires home cooks to try something different and have a bit of fun with it.”

The partnership extends beyond the television show, encompassing a range of promotional channels. These include BVOD, billboards, social media, offline point of sale (POS), and television commercials (TVCs) featuring brand ambassador Justin Narayan. The on-pack promotion will run until 28 July 2025.

MasterChef Australia: Back To Win airs on Network 10, with episodes scheduled for Sundays at 7pm and Monday to Wednesday at 7.30pm. The integration of Farmers Union Greek Style Yoghurt into the show is expected to reach a wide audience, leveraging the popularity of the programme.

Starcom Australia, part of Publicis Media ANZ within Publicis Groupe, facilitated the partnership. Marcus Morris, Starcom Australia Client Service Director, highlighted the strategic intent behind the collaboration, stating, “Australians care deeply about nourishing themselves, their families and friends, but often they can get stuck with cooking the same tried and true recipes again and again. Through this integrated partnership with MasterChef, we wanted to reinforce Farmers Union as a staple ingredient that both fuels and fulfils.”

Bega Group, the parent company of Farmers Union, is an Australian company founded in 1899. It is known for producing and distributing iconic food brands. Farmers Union itself is recognised for its range of yoghurts made from milk, cream, and cultures, and has been a familiar presence in Australian households.