Food puns well done for MKR 2

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TVNZ is turning up the heat for a second series of 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 NZ 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 this Monday 12 October.

MKR NZ 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 large 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 & 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 touchpoints. 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 & Lamb NZ 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.

This year the series shifts channels from TV ONE to TV2.

YouTube links for the first batch of My Kitchen Rules NZ promos:


Blacksand Creative Director/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

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