Seven’s My Kitchen Rules is back on screens from Monday, 1 September, and the network has secured a strong line-up of commercial partners for the new season.
Major partners Spotlight, Woolworths and SharkNinja have all extended their association with the show. They are joined this year by Schweppes and Toscano, which have signed on as sponsors.
Natural integration
Contestants will shop for fresh produce and Woolworths brand products in Woolworths supermarkets, use dinnerware and décor from Spotlight for their Instant Restaurant themes, and cook with premium appliances supplied by Ninja.
The season also includes integrated content developed by 7Red Engine.
Seven’s National Television Sales Director, Katie Finney, said the partnerships reflect the show’s ability to connect with audiences both on and off-screen.
“This season of My Kitchen Rules is a celebration of heritage, heart and homegrown talent – from cherished family recipes to bold new takes on traditional favourites.
“We’re proud to have Spotlight, Woolworths and Ninja as major partners, with Schweppes and Toscano also on board. These brands don’t just support the show, they’re part of its story, helping contestants bring their culinary visions to life and inspiring audiences to do the same at home,” she said.
Seven’s Katie Finney
A new season
This year’s season once again features judges Manu Feildel and Colin Fassnidge travelling across the country to meet home cooks. Seven’s Director of Content, Unscripted, Majella Hay, said viewers can expect plenty of personality.
“This is a great season of My Kitchen Rules – big flavours and big characters – that’s what you can expect when Australia’s favourite cooking show returns to Seven and 7plus on Monday.
“Chef’s kiss to our favourite culinary judges, Manu and Colin, our incredible home cooking teams and the amazing crew at ITV and Seven for serving up such a standout season of MKR.”
Sponsor perspectives
The show’s partners each see value in connecting with an engaged cooking audience:
Spotlight CEO Quentin Gracanin: “At Spotlight, we’re passionate about inspiring creativity and bringing people together, whether it’s through crafting or cooking. That’s why we’re proud to continue our partnership with My Kitchen Rules for the third consecutive year.”
Woolworths Interim CMO Michael Laxton: “As the Fresh Food People, we’re excited to partner with a show that celebrates the best of Aussie home cooking. We’re incredibly proud of our Australian grown fruit, veg and meat, and our great quality Woolworths brand products, and we can’t wait to see how the contestants transform them into spectacular meals, just like our customers do every week.”
SharkNinja APAC ANZ MD Aby Shukla: “We couldn’t be more excited about our partnership with My Kitchen Rules, a show that celebrates creativity and the joy of cooking. This season, contestants will put our appliances to the test, showing their versatility and innovation.”
Asahi Beverages Head of Non-Alc Brands Jarrod Dooley: “We’re so excited to be a key partner of My Kitchen Rules this season, especially as cooking is something we know our consumers really enjoy. With our broad range of drinks – from timeless classics to exciting new flavours – Schweppes brings a splash of Schweppervescence to the table.”
Toscano Marketing Manager Stephanie Nilson: “MKR is more than just a cooking competition – it’s a celebration of the emotional and cultural bonds that food creates. This partnership allows us to bring our brand values to life, showing how Toscano pizza bases can inspire Australians to come together and share unforgettable meals.”
The cast of My Kitchen Rules for 2025
Audience results and impact
MKR continues to deliver for Seven and its partners. The 2024 season reached 9.8 million viewers, its biggest audience since 2019. Last year’s Grand Final drew 1.85 million viewers, with an average audience of 1.13 million – a 9% increase on 2023. On 7plus, viewing of the Grand Final was up 87% year-on-year.
Research by Gemba highlighted the commercial benefit for brands involved in MKR. Sponsors outperformed industry benchmarks in 2024, including:
• 30% more likely to be considered;
• 24% higher agreement with campaign messaging;
• 14% higher brand favourability;
• 8% stronger brand fit.