In a first for the My Kitchen Rules (MKR) TV show and its advertising partner Coles, an MKR branded sauce has become the latest grocery hit, selling out within 24 hours and prompting an additional production run to meet the “unprecedented demand”.
In the MKR Sauce Challenge, whereby teams had to produce a meal with a sauce worth bottling for the grocery buying public, Queensland’s mum and daughter team Valerie and Courtney Ferdinands delivered the winning combination of Lamb with Sweetly Spiced Anglo-Indian Sauce.
The sauce went on-sale in Coles stores nationally the following day for $4, with some MKR fans actually queuing up ahead of store opening hours to buy the winning sauce. The “unprecedented demand”, Coles says, saw 95% of stock sold within the first 24 hours of trade, with the remaining stock gone hours later.
Seven’s Director of program partnerships, Lisa Squillace, says: “This is a true testament to the power of television and the MKR brand.
“We have the ability to move product like no other medium. With the story told right, Coles was able to leverage their in program execution and the engagement of our MKR fans to deliver for the very first time a taste of MKR in the homes of everyday Australians”.
The special sauce episode, which featured in-program and sponsorship activations, was promoted by a range of marketing assets, including, in-store point-of-sale, digital and social media as well as across Seven’s own programming assets.
Coles chief customer officer Simon McDowell says the supermarket is now cooking up more of the sauce with hopes to provide even more Aussies with the opportunity to enjoy the family recipe from the Queensland duo. Coles customers will be able to get their hands on a bottle in late April.
“For seven consecutive years of partnership, Coles and My Kitchen Rules have been inspiring Australians to feed their families delicious meals and we continue to believe, more than ever, that our partnership with Channel Seven and My Kitchen Rules is critical to our strategy of being Australian’s best food retailer.
“It’s been one sweet ride working alongside MKR contestants Valerie and Courtney to produce their limited edition Sweetly Spiced Sauce for our customers to try. The popularity and demand for their sauce has been unbelievable with 95% selling in the very first day across our supermarkets nationally. It shows how much people at home have connected with this season’s contestants.”
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