Australian television has delivered commercial integrations “very naturally and very honestly” for many years, according to Stephen Tate, Head of Entertainment and Factual Programs at Network 10.

“The Australian industry has always had such a strong commercial voice and we’ve never been squeamish about the fact that it’s a commercial enterprise,” said Tate at the Mumbrella Entertainment Marketing Summit in Sydney.

One of the most successful integrations in recent Australian TV history is the relationship between supermarket Coles and Network 10 staple MasterChef.

Cooking competition MasterChef first aired in 2009 and has since clocked up almost 700 episodes. Coles came on board from the beginning and saw an increase in sales attributable to MasterChef in the first year of the partnership.

A spokesperson for Coles told The Australian in 2010 that there was an overnight 30% uplift in sales of meat for stroganoff after the dish featured on the show. Across the board, sales increased for ingredients featured in the program, which led Coles to sign on for a further two years. At the time, then Coles marketing director, Simon McDowell, said the sponsorship had so far been “a tremendous success”.