Seven has announced the partners joining MKR: The Rivals, with new and returning partners across multiple sectors.
Returning to My Kitchen Rules in 2020 are Coles, A2 Milk, DeLonghi Group, KFC and Yellowtail, while new partners include Arnott’s and Hyundai.
All partners will feature throughout MKR: The Rivals, which is a refreshed and reinvigorated format for My Kitchen Rules. For the first time, it’s Champions vs Challengers, as two houses, one of fans mentored by Colin Fassnidge, and one of favourites mentored by Manu Feildel, battle to prove their cooking superiority, with Pete Evans serving as the impartial judge.
MKR: The Rivals builds on the success of My Kitchen Rules, which in 2019 averaged 1.4 million viewers nationally each night and was one of the country’s top 5 most watched CFTA BVOD hits, cementing its place as Australia’s most watched and loved cooking show.
Commenting on the partnership line-up for MKR: The Rivals, Natalie Harvey, SWM Network Sales Director, said: “We’re thrilled with the partners joining MKR: The Rivals. With MKR: The Rivals, we’re offering new and exciting opportunities for our partners to reach their target audiences across multiple platforms, allowing brands to follow the viewers wherever and whenever they consume MKR.
“In 2020 we’ve applied key learnings from previous seasons to use the scale of broadcast and leverage the complementary dynamics of digital and enhanced targeting using Seven’s data, social and digital capabilities. Seven is all about offering effective solutions that generates real business results and MKR is the original and still one of the very best to deliver on that promise for advertising partners. Brand safe and highly effective.”
Coles returns as a key partner of My Kitchen Rules for MKR: The Rivals, building off the success they have seen in past seasons with unique integration that has helped them reach their customers and deliver results in store.
Lisa Ronson, CMO at Coles said: “At Coles we’re committed to sustainably feeding all Australians to help them lead healthier and happier lives. We love that the show inspires our customers all over Australia to enjoy delicious fresh produce grown by incredible Aussie farmers and encourages them to use, cook and entertain with these fresh ingredients in their homes.”
Hyundai joins MKR: The Rivals as a new partner, looking to reach their key audiences through the integration opportunities.
Bill Thomas, Director of Marketing at Hyundai said: “Our MKR partnership continues Hyundai’s strong relationship with the Seven Network into 2020, following a successful Sunrise seven-car giveaway promotion in the fourth quarter of last year.
“MKR is a tent pole program which is taking on a refreshed look and a great new ‘rivals’ theme – we are confident it will help give Seven a fast start to the ratings year.
“The family-friendly nature of MKR aligns well with the Hyundai brand, and plays to the strengths of our key SUVs, the multi-award winning Santa Fe large SUV, and the capable midsize Tucson.
“The popularity of MKR with young families and couples is a great fit for SUV practicality – it’s a fun and brand-safe environment that always creates conversation and audience at scale.”
MKR: The Rivals premieres on Channel 7 and 7plus this Sunday at 7.00pm.
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