Coles MKR-themed sauce sells out in just 24 hours

Seven’s ratings-dominating reality cooking competition My Kitchen Rules has extended its brand to the supermarket aisle with an MKR-branded sauce which sold out within its first 24 hours.

In a first for the series and is major partner Coles, the product was created in the MKR Sauce Challenge in which teams had to produce a meal with a sauce worth bottling for the grocery-buying public.

The team with the most votes from customers were Queensland’s mother and daughter team, Valerie and Courtney Ferdinands who delivered the winning combination of Lamb with Sweetly Spiced Anglo-Indian Sauce.

Valerie and Courtney: Faces on the jar in Coles

Priced at $4, the duo’s Sweetly Spiced Sauce went on-sale in Coles stores nationally the day after the show aired, with stocks of the product selling out within 24 hours.

Lisa Squillace, Seven director of program partnerships, said in a statement: “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.”

Simon McDowell, Coles’ chief customer officer, said in the statement: “My Kitchen Rules celebrates Aussies cooking great quality meals in their own kitchens and at the heart of it, the show is about real food, real people and real homes, which is why it’s a perfect fit for Coles.

“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.

“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.

“We are now cooking up more of their delectable sauce with hopes to provide even more Aussies with the opportunity to enjoy this family recipe from the famous Queensland duo. Coles customers will be able to get their hands on a bottle in late April and we’ll be sure to let everyone know as soon as it is available.”

The project 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.

MKR kicked off its 2017 season with a metro audience of 1.309m and has regularly posted audiences above the 1m mark despite facing tighter competition from Nine’s Married at First Sight. Last week it was Australia’s most watched show with a national audience for Wednesday’s episode of 2.136m.