Lurpak
Premium Danish butter brand Lurpak has joined forces with MasterChef Australia in a campaign via agency Mediahub, championing the product as the heart of Easter culinary celebrations, traditionally a key period for butter sales.
With its core message “When in Doubt, Just Cook” Lurpak elevates the emotional connection consumers have with cooking, rather than focusing on ingredients alone.
Mediahub chief strategy officer Linda Fagerlund said maintaining share of voice in an increasingly competitive category is essential.
"The MasterChef Australia: Back To Win season partnership is the natural next step, aligning perfectly with Lurpak’s premium positioning and food-first messaging," Fagerlund said.
“This partnership allows Lurpak to speak to its food-loving audience with maximum cultural and seasonal relevance, using high-attention media moments to drive salience and preference."
The campaign launched on March 24 with a media mix including OLV, social, and high-impact retail OOH in the lead-up to Easter, the campaign then strengthens across broadcast, social, and online video during the crucial holiday period.
The campaign centrepiece then commences with the premiere of MasterChef Australia: Back To Win on April 28 throughout the season.
Lurpak brand manager Thomas Smith said the brand is 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.
“This partnership with MasterChef Australia transcends traditional exposure; it's a strategic move to forge deeper emotional connections with Australia's passionate food lovers," Smith said.
“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.”
Paramount Australia commercial partnerships director of ad sales Sydney Travis Kirk said the broadcaster was delighted to welcome Lurpak as the official butter of choice for MasterChef Australia in 2025, a sponsorship that perfectly aligns two premium brands.
“We’ve thoroughly enjoyed collaborating with Mediahub and Arla Foods to bring this exciting, multi-platform partnership to life, creating a seamless connection of quality and aspiration for our audience," Kirk said.
“Throughout the season, viewers will experience Lurpak’s prominent presence, inspiring them to elevate their cooking, while simultaneously boosting Lurpak’s brand awareness and share of voice.”
The integrations will 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.
Credits
Client: Arla Foods
Thomas Smith, Lurpak Brand Manager
Marion Roberts, Managing Director Arla Foods Mayers Australia
Media agency: Mediahub
Amanda Florence, Client Director
Tom Jinks, Senior Client Director
Chloe Cripps, Communications Strategist
Broadcast partner: Paramount Australia
Tamar Hovagimian, Head of National Advertising Partnerships
Travis Kirk, Commercial Partnerships Director – Ad Sales Sydney
Rebecca Yeoh, National Advertising Activations Lead
Raghav Iyer, Strategy Manager
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