Breville is focusing on its Cranberry Red range in its sponsorship of My Kitchen Rules
Australians are consuming media in a variety of new ways but TV is continuing to reach into most homes and popular programs are still an essential part of a marketing mix. That’s the thinking at Breville, which has usurped Sunbeam and returned to sponsorMy Kitchen Rules (MKR), Australia’s most watched regular TV program of 2013.
Back when the home chef phenomenon broke in Australia in 2010, there were two shows dominating the landscape: the Sunbeam-sponsored,MasterChefAustraliaand the the Breville-backedMy Kitchen Rules.After the first year of this dichotomy, which saw,MasterChef dominate to become one of the most watched shows in Australian history, Sunbeam decided to sponsor both, taking over for the 2011, 2012 and 2013 season.
Just like a well cooked egg, the tide has turned, and My Kitchen Rules now rules the roost (and the roast), becoming the most popular show on Australian TV in 2013 and providing the second most popular single program, after the Labor leadership ballot that saw Kevin Rudd usurp Julia Gillard as Prime Minister.
And while Sunbeam struggles somewhat to adapt to the new retail reality, Breville has powered on, recording strong profits, signing on Heston Blumenthal and partnering with coffee juggernaut Nespresso. To keep the momentum going, marketing manager Richard Babekuhl has decided to go back to the well and once again sponsor My Kitchen Rules:
“The Australian media landscape will continue to fragment, but we expect one TV program to again dominate and inspire food lovers to invest in premium appliances,” Babekuhl said.
“In 2007, four TV shows averaged more than 1.8 million viewers. In 2012, there were none. But in 2013, one show bucked the trend averaging more than 2.6 million viewers.According to Channel Seven,My Kitchen Rules reached 2 out of 3 Australians across all media last season.
“If the early response on social media is any indication, this next series is certainly expected to eclipse the last one. Retailers can expect a spike in demand for appliances featured on the show in the lead up to Mother’s Day.”
Babekuhl told Appliance Retailer than Breville has furnished MKR’s producers with more than 450 products. There is going to be a focus on Breville’s red and blue appliances, which could lead to an industry-wide spike in popularity for these colours.
“Breville encourages retailers to tune into MKR to help anticipate which items are likely to be in demand that week, and to take advantage of the new merchandising available to add excitement to in-store displays,” he said.
“The other great news for retailers is that Breville will be offering this season’s MKR cookbook as a gift with purchase at store level on key products featured throughout the show, to further delight fans of the show this Mother’s Day.”
The 2014 season of My Kitchen Rules starts at 7:30pm, Monday 27 January 2014, on Channel Seven and affiliates.
