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SECOND HELPINGS: TVNZ TURNS UP THE HEAT FOR MKR NZ’S RETURN


TVNZ is turning up the heat for a second series of the country’s favourite food show, My Kitchen Rules New Zealand , with the energetic backing of seven production partners and an appetising creative campaign designed to fire up provincial pride.

My Kitchen Rules New Zealand returns with a fresh batch of home cooks ready to impress judges Ben Bayly and Gareth Stewart. Teams of two will show off their cooking skills as they work together, against the clock, to deliver knockout meals. The show runs two nights a week on TV2 from Monday 12 October.

MKR is the most successful food format on New Zealand television. The homegrown version debuted strongly last year. It won its timeslot and each episode attracted more than 400,000 viewers on average (AP5+).*

The original Australian series has sustained top ratings for six seasons on TV2. The most recent run, which wrapped in August, is New Zealand’s number one show in the commercially crucial AP 18-49 and AP 25-54 trading demos.

The programme has a huge and highly engaged online following: it has surpassed 818,000 streams+ on TVNZ OnDemand this year and the TVNZ MKR Facebook page has 90,000 followers.

Returning broadcast sponsor Genesis Energy has top billing among the show’s seven key commercial partnerships. Stevens, Nosh, Beef and Lamb New Zealand, Jetstar, Harvey Norman and Nandos have also signed on for the series. 

MKR has a powerful grip on the country with a massive and committed fan base across on air and online channels,” says Lyndsey Francis, TVNZ’s General Manager of Content Solutions. “We’re excited to be working with a team of sponsors who love MKR NZ as much as we do. They are a terrific mix of returning and first-time partners who bring a new flavour to this year’s show. Together, we’ve cooked up some creative pieces of content that bring our partners’ brand stories to life, enhance viewers’ experience of the show, and drive digital engagement in the show’s popular online world.”

In coming weeks TVNZ’s partners will be rolling out campaigns across multiple touch points. Partner activity will include TVCs using MKR talent, online extensions, direct customer engagement and point of sale executions. Within the show itself, Genesis Energy, Stevens, Nosh and Beef and Lamb New Zealand will feature in cooking challenges, while Nandos, Harvey Norman and Jetstar are planning a range of promotional activities outside the programme.

MKR NZ is clocking up local food miles on its second outing, with contestants drawn from across the country. This year teams will be identified by their region in keeping with the Australian show’s state of origin set up. TVNZ’s Blacksand “local legends” campaign takes its cue from the show with a campaign encouraging viewers to get behind their nearest cooks. In support, a major national on air and online push will feature specific regional executions.

“This year we’ve made sure we’ve got people from all over Dan Corbett’s weather map,” says TVNZ commissioner Tony Manson.      Part of MKR’s broad appeal is that viewers are able to quickly develop an affinity with the home cooks and relate to where come from, says Manson. “What I love about the MKR format is that it gives you a chance to get into their lives during the instant restaurant rounds. When it comes to competition time in kitchen headquarters, you’re really attached to your favourite team,” he says.

This year the series shifts channels from TV ONE to TV2. “MKR is a show that is strongly identified with TV2. Our viewers told us they wanted MKR NZ to join the original series on TV2 and we’ve listened. New series, new cooks, new home - this year’s MKR NZ is turning up the heat and we think viewers are going to eat it up,” says Manson.

Video: Tony Manson talks about this season.

Headlining sponsor Genesis Energy is closely associated with the My Kitchen Rules franchise; New Zealand’s largest electricity retailer also sponsors the original Australian series on TV2.

“The partnership with My Kitchen Rules New Zealand gives us an excellent opportunity to engage with Kiwis around our belief that with the right energy, amazing things can happen – at home, in the kitchen and in our communities,” says David Goadby, General Manager Retail at Genesis Energy.

MKR NZ is based on the Seven Network Australia format My Kitchen Rules licensed by Endemol Shine International. The local version is produced by Imagination Television.

Campaign credits: Blacksand Creative Director and Director: Jens Hertzum TV2 Creative Director: Dan Martin Campaign Manager/Producer: Travena Addenbrooke Art Director: Jacob Slack and Fraser Tebbutt Post Production: Blacksand Digital: Shane Bosnich and Lay Lu Yeoh

Media Agency: Starcom and TVNZ

Group Marketing Manager: Tim Aitken Marketing Manager: Jade Rook

ENDS

*Source: Nielsen TAM Consolidated Audience AP 5+ +TVNZ OnDemand source: Omniture