Lurpak has joined forces with MasterChef Australia in a campaign designed to reinforce its positioning as the “butter of choice for passionate cooks”.
The campaign via full-service media agency, Mediahub, champions good food and puts Lurpak at the “heart” of Easter culinary celebrations, traditionally a key period for butter sales.
It launched on 24 March with a “robust” media mix including OLV, social, and high-impact retail OOH to maximise awareness and conversion in the lead-up to Easter. The campaign then “strengthens” across broadcast, social, and online video during the crucial holiday period.
The campaign centrepiece commences with the premiere of MasterChef Australia: Back To Win on 28 April via “premium, high impact” integrations throughout the season. These include:
- Pantry prominence. Lurpak will feature as the go-to butter within the MasterChef Australia kitchen pantry and under-bench staples box, ensuring continuous exposure across the season.
- Butter Dish Challenge. A branded butter dish will be heroed during a French fusion service challenge, giving the product pride of place in the dining experience
- Bespoke Lurpak Challenge. Contestants will create decadent sweet and savoury dishes that highlight butter as a hero ingredient, bringing Lurpak’s versatility to life on-screen.
- Beyond the kitchen. Brand billboards, program IDs, and vibrant BVOD video formats will extend reach and engagement across Paramount’s ecosystem, while key branded moments will be amplified via MasterChef’s social channels.
“We are thrilled to unveil a groundbreaking campaign ecosystem that masterfully integrates broadcast, digital, and social platforms, positioning Lurpak as the go-to butter choice for food enthusiasts across Australia,” says Lurpak Brand Manager Thomas Smith.
“By aligning with MasterChef Australia, a show that celebrates culinary excellence, we aim to be part of the joy and satisfaction that comes from cooking and sharing good food. Our goal is to resonate deeply with the audience, engaging their hearts and minds at every culinary moment.”