Mastering the brand: how an 'ordinary' cook achieved extraordinary (cookbook) success

Susie Khamis

Research output: Contribution to journalArticlepeer-review

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Since 2009, Masterchef Australia has been a ratings and marketing juggernaut. Through numerous product placements and associated merchandise, it has become one of the most lucrative brands in Australia’s bourgeoning food-related media. While contestants’ cooking prowess and flair for ‘plating’ are ostensibly central to the show’s appeal, Masterchef Australia also draws from the more general conventions of reality television. For instance, contestants inevitably display more than their skills in the kitchen; they reveal (some say contrive) aspects of their personal lives that render them more or less attractive to viewers. This article considers how the winner of the inaugural series, Julie Goodwin, fashioned an endearing persona that was both relatable and inspirational. Her ‘everywoman’ image informed both her television journey – from ‘ordinary mum’ to series winner – as well as her various forays into various commercial projects, not the least of which were best-selling cookbooks.
Original languageEnglish
Pages (from-to)1-8
Number of pages8
Publication statusPublished - 2013

Bibliographical note

Copyright the Author(s). Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.


  • Food writing
  • Masterchef
  • Branding
  • Reality television
  • Julie Goodwin


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