By Keri Algar

SYDNEY, NSW: United States filmmaker David Lynch ('The Elephant Man', 'Blue Velvet', 'Mulholland Dr.') once said that product placement in films “putrefies the environment”, an opinion Fisher & Paykel believes doesn’t apply to fridges that feature in reality TV shows.

In fact, the New Zealand company has said it is “delighted” with its representation in Channel Nine’s 'The Block', where the French Door Ice & Water refrigerator featured in all four kitchens.

Fisher & Paykel’s Peter Russel said, “The Block has been a wonderful showcase for our products.”

“Even though the kitchens were the last rooms to be renovated, the fact that they were in the apartments from day one, meant they received plenty of exposure throughout the series.”

An average of 1.2 million viewers watched each episode. Fisher & Paykel said it proved a "winner" for the 25-50-year-old key demographic.

“They will be seen up close by many more people when the apartments are open for inspection prior to their auction.”

Fisher & Paykel is not the only supplier this year to benefit from product placement; Sunbeam has also boasted success thanks to an association with 'MasterChef Australia' and 'Junior MasterChef'.

As for Lynch, in the same conversation he also conceded, “I do (sometimes) commercials to make money”.

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