Timing is everything. And when a marketing machine like MasterChef revs its engines to enter an expansive new country full of possibilities, maybe… just maybe… you’d want to be putting your product on that bandwagon.
Nobody asked, but I’m just sayin’ — if I had my finger on the button that could put Thermomix into the MasterChef USA kitchen, I’d do it in a flash.
We already know that MasterChef Australia is a powerful marketing tool, not just for endorsing products but also for supporting the art of, and the fun of, and the many rewards of — cooking. Yesterday, a Thermomix fan drew my attention to an article in The Australian which compares the MasterChef phenomenon in Australia to — of all things — the Harry Potter craze.
It goes further, to mention the direct link between rampant Thermomix sales in Australia and the MasterChef series, in this quote:
Grace Mazur, managing director of Thermomix in Australia, said sales of the little-known appliance that “does everything” were up 120 per cent year-on-year after MasterChef host George Calombaris used it.
“Easily 30 to 40 per cent of sales this year would be due to MasterChef,” Ms Mazur said.
Exposure to products through television goes a long way toward generating curiosity but a genuine interest in Thermomix occurs almost instantly when cooks of all levels are witness to its unprecedented functionality. You can see this occur on the MasterClass video (5:02 mark) when Chef Darren Purchese reveals Thermomix-powered candy to a group of impressed students.
Thermomix fans around the world will rejoice if Vorwerk, the German manufacturer of Thermomix heeds the insights provided by this article. If Thermomix is introduced to US soil at this time, using MasterChef USA as a vehicle, the company will secure a solid foot-hold in an expansive new market. This would increase Thermomix’s chances of becoming a household name throughout North America, an area which is underdeveloped for the company.
Nobody’s asked me, but that’s how I see it.
click for: The Australian: MasterChef sparks Coles sales surge
click for: Will We See Thermomix on Masterchef USA?