LG Electronics Australia has renewed its partnership with MasterChef Australia for a second consecutive year, following campaign effectiveness research showing that the 2025 partnership increased appliance consideration.
The research found that, in 2025, up to 22% of viewers considered purchasing an LG home appliance after watching the show.
The 2025 season reached up to 10.93 million Australians, with the partnership helping drive shifts in brand perception and purchase intent.
Research conducted by Lucid, a Cint Group company, and Edentify found that the 2025 MasterChef Australia sponsorship delivered an 81% viewer consideration rate for purchasing an LG home appliance, a 5% increase in consideration, a 10% increase in perception of LG as a trusted brand, and an 11% uplift in perception of LG as delivering good value.
A bigger kitchen presence
For 2026, LG is expanding its integration across the MasterChef kitchen, showcasing a wider range of appliances across cooking and cleaning categories.
The brand has also appointed chef and TV personality Andy Allen as an LG brand ambassador.
Tamar Hovagimian, Director of National Advertising Partnerships at Paramount Australia, said the partnership will continue to evolve this season.
“We’re thrilled to welcome LG back into the MasterChef Kitchen this year,” Hovagimian said.
“MasterChef has always been about sparking a genuine passion for cooking, and LG is the perfect partner to help us inspire both our contestants and audiences. Through this 360 partnership, we’re empowering people to create, experiment, and elevate their cooking, whether in the MasterChef kitchen or at home.”
Smarter home solutions
Shannon Tweedie, Marketing Manager, Home Appliances at LG Electronics Australia, said Australians are looking for appliances that simplify daily life.
“MasterChef has become one of the most influential cultural moments in Australian homes—sparking inspiration, aspiration and, increasingly, action”, Tweedie said.
“Our partnership has shown us that when Australians see premium appliances in action, they start imagining what’s possible in their own homes.
“At LG, we design appliances to work quietly in the background—removing small daily decisions, reducing chores load and giving people back time and headspace. That’s why we’re excited to return to MasterChef for a second year and continue inspiring Australians with smarter kitchen and home solutions.”
Andy Allen fronts campaign content
This season, LG’s hero appliances include the LG 642L French Door Fridge with InstaView Door-in-Door and the LG 76L InstaView Series 9 Full Steam Oven.
Allen and his mum (Maree Allen) will feature in campaign content across TV, digital and social channels, highlighting LG features, including Blue EasyClean and AI Wash.
“Cooking has always been about more than what ends up on the plate: it’s about bringing people together,” Allen said.
“But the reality is, life gets busy, and anything that makes time in the kitchen easier without compromising quality is a win.
“What I love about LG’s approach is that their technology works quietly in the background, helping take the pressure out of everyday moments, whether that’s getting dinner on the table midweek or hosting family and friends on the weekend.
“It means people can spend less time worrying about the process and more time enjoying the experience.”
Throughout the season, viewers will also be able to enter for a chance to win $10,000 worth of LG appliances, with the winner to be announced in August.
MasterChef Australia airs Sundays at 7 pm and Mondays, Tuesdays and Wednesdays at 7.30 pm on 10.
Main Image: Andy Allen