Supermarkets set to reward shoppers with MasterChef products in new TCC campaign


Retail marketing company TCC has announced it has signed an exclusive four-year license agreement with TV giant MasterChef to launch an exclusive range of MasterChef-branded products including bakeware, cookware, cutlery, knives and kitchen utensils, which retailers can use to reward shoppers when running in-store loyalty marketing campaigns.

New MasterChef range

New MasterChef range

Shoppers will be able to collect the MasterChef range by redeeming bonus points awarded for spending in-store at participating retailers. As part of the agreement, TCC also has access to MasterChef TV footage and imagery for promotional use in all related campaigns.

Richard Beattie, TCC’s chief executive officer, said: “We are delighted to welcome MasterChef to our top table of licensed consumer and entertainment partner brands. As one of the world’s biggest TV brands, MasterChef plays a leading role in inspiring food lovers to cook at home.

“The MasterChef Cookware Collection we’ve developed has been designed to help them cook with confidence and ease and we believe that shoppers will go out of their way to collect them. We therefore look forward to working with our retail partners across the globe to create and deliver high impact MasterChef marketing campaigns that support their strategic priorities and grow sales.”

Branco Scherer, managing director international commercial partnerships Endemol Shine Group, said: “TCC is a world leader in their field and this new partnership is designed to create a fulfilling shopping experience built around the strength and authenticity of the MasterChef values. It’s the logical next step in bringing MasterChef to a wider audience, engaging new customers, whilst also rewarding existing ones.”

TCC’s new MasterChef cookware is put to the test by Retail Times

TCC’s new range of cookware, developed in partnership with the team behind MasterChef, makes a great addition to the kitchen.

The 26cm/10.2in stainless steel Sharing Pan is an extremely versatile piece of cookware. It combines a large casserole-style pan with a deep lid. It can be used as a traditional casserole dish with the lid either in the oven or the hob or separately. The lid can also be used for browning meat or to sauté ingredients before adding to the pan.

I’ve used the pan and lid in tandem for a Boeuf Bourguignon and separately to cook up a bolognese sauce and spaghetti. The lid also comes in handy as a serving dish and looks smart at the table too.

Also in the range is a 26cm/10.2in stainless steel, Non-Stick Crepe Pan. It has a Teflon Select coating, which makes light work of cooking crepes, even without oil. It’s perfect for pancakes – ours came out a treat. The shallow sides mean it’s also ideal for cooking fried eggs, omelettes and flatbreads since they can be slid out of the pan with ease.

A cleverly designed spot welded handle eliminates the risk of food particles becoming trapped or crepes sticking to the rivets.