LG Electronics Australia has partnered with the new season of MasterChef Australia, showing this week on Network 10.
Marketing agency Hearts & Science identified and developed the collaboration, which will showcase how LG’s appliances can make home cooking easier and more fun for Aussies, whether they are beginners or seasoned home chefs.
Throughout the show, viewers will see LG refrigerators in the MasterChef Australia’s kitchen and pantry.
Participants will also cook using LG’s InstaView Full Steam Oven, which features 6-in-1 Pro Cooking modes to make cooking more convenient, and InstaView technology to monitor cooking progress with a simple knock on the glass.
“Both LG and MasterChef are committed to culinary excellence and inspiring creativity in the kitchen,” Shannon Tweedie, Marketing Manager for Home Appliances at LG Electronics Australia.
“By teaming up with the show, we hope to further inspire consumers to create restaurant-quality meals at home by unlocking new levels of confidence and creativity in the kitchen.”
LG also collaborated with MasterChef Australia 2024 winner Nat Thaipun, who will be the face of the national campaign and partnership.
Thaipun will appear in a series of TVCs demonstrating how LG appliances can help you ‘master’ both your kitchen and laundry.
She will also create a digital recipe series, improvising bespoke recipes using LG cooking appliances, with surprise ingredients hidden inside the LG InstaView refrigerator.
“My own journey with cooking has always been about making delicious food accessible and enjoyable for everyone, regardless of their skill level. LG’s vision is for appliances that make cooking simpler and more fun and that inspire creativity in the kitchen, which is something I also care about,” Thaipun said,
“MasterChef gets people excited to try new things in the kitchen, and LG gives them the tools to bring those ideas to life. Together, they make it less intimidating to try something new and more fun when it all comes together.”