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.