Danish butter brand Lurpak has partnered with MasterChef Australia in a new campaign aimed at engaging home cooks during the Easter period—a key time for butter sales. Developed with Mediahub, the full-service media agency, the campaign places Lurpak at the centre of seasonal culinary traditions.
With its core message, “When in Doubt, Just Cook,” the campaign shifts focus from ingredients to the emotional connection people have with cooking, positioning Lurpak as a brand for passionate home chefs rather than emphasizing product features alone.
“Maintaining share of voice in an increasingly competitive category is essential. The MasterChef Australia: Back To Win season partnership is the natural next step, aligning perfectly with Lurpak’s premium positioning and food-first messaging,” said Linda Fagerlund, Chief Strategy Officer, Mediahub.
“This partnership allows Lurpak to speak to its food-loving audience with maximum cultural and seasonal relevance, using high-attention media moments to drive salience and preference,” Fagerlund concluded.”
The campaign launched with a media mix including OLV, social, and high-impact retail OOH to maximise awareness and conversion in the lead-up to Easter.
“We are thrilled to unveil a groundbreaking campaign ecosystem that masterfully integrates broadcast, digital, and social platforms, positioning Lurpak as the go-to butter choice for food enthusiasts across Australia,” said Thomas Smith, Lurpak Brand Manager.
“This partnership with MasterChef Australia transcends traditional exposure; it’s a strategic move to forge deeper emotional connections with Australia’s passionate food lovers. At Lurpak, we are dedicated to championing good food in cooking, enhancing the taste of every dish we are paired with and enriching the culinary experience.
The integrations will include:
- Pantry Prominence: Lurpak will feature as the go-to butter within the MasterChef Australia kitchen pantry and under-bench staples box, ensuring continuous exposure across the season
- Butter Dish Challenge: A branded butter dish will be heroed during a French Fusion service challenge, giving the product pride of place in the dining experience
- Bespoke Lurpak Challenge: Contestants will create decadent sweet and savoury dishes that highlight butter as a hero ingredient – bringing Lurpak’s versatility to life on-screen
- Beyond the Kitchen: Brand billboards, program IDs, and vibrant BVOD video formats will extend reach and engagement across Paramount’s ecosystem, while key branded moments will be amplified via MasterChef’s social channels.
“By aligning with MasterChef Australia, a show that celebrates culinary excellence, we aim to be part of the joy and satisfaction that comes from cooking and sharing good food. Our goal is to resonate deeply with the audience, engaging their hearts and minds at every culinary moment.”
Paramount Australia’s Travis Kirk, Commercial Partnerships Director – Ad Sales Sydney, said: “We’re delighted to welcome Lurpak as the official butter of choice for MasterChef Australia in 2025, a sponsorship that perfectly aligns two premium brands.
“We’ve thoroughly enjoyed collaborating with Mediahub and Arla Foods to bring this exciting, multi-platform partnership to life, creating a seamless connection of quality and aspiration for our audience.
“Throughout the season, viewers will experience Lurpak’s prominent presence, inspiring them to elevate their cooking, while simultaneously boosting Lurpak’s brand awareness and share of voice.”
Credits:
Client: Arla Foods
Thomas Smith, Lurpak Brand Manager
Marion Roberts, Managing Director Arla Foods Mayers Australia
Media agency: Mediahub
Amanda Florence, Client Director
Tom Jinks, Senior Client Director
Chloe Cripps, Communications Strategist
Broadcast partner: Paramount Australia
Tamar Hovagimian, Head of National Advertising Partnerships
Travis Kirk, Commercial Partnerships Director – Ad Sales Sydney
Rebecca Yeoh, National Advertising Activations Lead
Raghav Iyer, Strategy Manager
