LG showcases innovative appliances in MasterChef Australia series

LG Electronics Australia has announced a partnership with MasterChef Australia for the current season of the television series.

The collaboration, developed by Hearts & Science's content and partnerships division, aims to showcase LG's kitchen appliances, such as the InstaView Full Steam Oven, within the context of the competition in order to highlight how technology can assist with home cooking.

As part of the partnership, LG appliances will feature throughout MasterChef Australia's kitchen and pantry. Contestants will use products including LG fridges and the newly introduced LG oven range, with particular focus on the InstaView Full Steam Oven. This product offers six cooking modes and InstaView technology, allowing users to monitor food by knocking on the oven glass.

MasterChef Australia, which began in 2009, is widely recognised for encouraging Australians to embrace cooking. LG's involvement builds on this popularity, with the company seeking to demonstrate how its appliances, featuring user-centric innovations, can make cooking more accessible and enjoyable for a broad range of consumers.

Shannon Tweedie, Marketing Manager for Home Appliances at LG Electronics Australia, commented on the collaboration. "At LG, we're committed to delivering innovative kitchen technology that unlocks a better life by fostering meaningful connections and culinary joy in the heart of the home. MasterChef Australia has played a significant role in fostering a nation of confident home cooks, making this partnership a natural fit. Both LG and MasterChef are committed to culinary excellence and inspiring creativity in the kitchen. 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."

The integration strategy involves both in-program use of LG products and additional content led by notable talent. MasterChef Australia 2024 winner Nat Thaipun is supporting the campaign as its national face and will appear in television commercials that highlight how LG appliances can help with cooking and laundry.

In conjunction with the television exposure, Thaipun will present a digital recipe series. The series will feature recipes created with LG appliances and will include improvisations with ingredients found inside the LG InstaView fridge.

Speaking about her involvement, Nat Thaipun said, "I'm incredibly excited to be partnering with LG and MasterChef Australia. 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. 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."

Hayley Pyper, Head of Content and Partnerships at Hearts & Science, commented on the partnership strategy. "Partnering LG with MasterChef Australia is so much more than partnering with a program. By unlocking a full ecosystem of IP and integrated asset, it allows LG to bring the 'heart' to their category, connect emotionally with consumers and importantly, cut-through in decision-making at shelf."