The Junior Masterchef partnership was more than just an on-air association, it also included online and an engaging product relevant competition.Bupa was the sole sponsor of the healthy recipes and show trivia sections on the website, with billboards and play-outs promoting healthy food choices throughout the series.

Competition entrants had to answer five health-related questions, randomly selected from a pool of 50 questions, which tested their knowledge and consolidated Bupa’s health partner expertise. The prizes, a luxury food tour for the winner and full grow your own veggies kits for the five runners up.

Bupa’s competition had the highest daily average entries of all MasterChef competitions in 2011, by an impressive 11%. Further to this:•A staggering 44,465 entries to the consumer promotion were received, with 8,630 unique entries•Bupa gained a new database with 770 entrants opting in to receive information and offers The sponsorship, which was part of a broader campaign, helped achieve the business objective of Bupa’s launch campaign with overall spontaneous awareness substantially increasing across from 5% in Oct 2011 to 30% in Dec 2011.