The Seven Network has appointed Annie Griffiths to the newly created role of director of commercial strategy and innovation, continuing a wave of senior leadership moves designed to align the business with its content, commercial and communications priorities.

Reporting to chief commercial officer Henry Tajer, Griffiths will lead the network’s commercial strategy, trade marketing, and the 7RED division, which oversees brand integration, strategic partnerships and innovation across the Seven portfolio.

Griffiths joins Seven later this year from Foxtel Media, where she spent almost five years and most recently held the role of executive director of strategy and operations. Her prior roles include chief marketing officer at PHD USA in New York and senior strategy positions at GroupM in both the US and Australia.

“Annie is one of the best strategists I’ve worked with, and she brings a great track record and a lot of experience to this new role at Seven,” said Tajer. “Hiring Annie is an important first step in re-imagining how we engage with the market and create new ways to connect with our audiences across all the Seven platforms. I can’t wait to see Annie’s impact on the team at Seven, our partners and our clients.”

Griffiths added: “It’s a transformative time in the video industry. With top-notch local content and an accelerating digital business, I’m delighted to be part of what’s next for Seven. I’m looking forward to mucking in with the team to deliver outcomes for clients.”

Her appointment complements Seven’s recent restructure of its communications division, led by the elevation of Kate Amphlett to director of communications. Amphlett, a seasoned communications leader with over 30 years of experience, now oversees an integrated team aligned across entertainment, news, sport and digital.

As part of the restructure:

• Brittany Stack has been promoted to head of communications – News & Public Affairs, Partnerships and Community, overseeing key brands such as 7NEWS, Sunrise, and 7NEWS Spotlight.

• Alison Booth now leads as head of communications – Entertainment and 7plus, driving campaigns for marquee shows including Australian Idol, The Voice, and Home and Away, as well as the network’s AVOD platform 7plus.

• Emma Francis steps into the role of head of communications – Sport, guiding comms strategy for Seven’s premier sports rights including the AFL, cricket, and NFL.

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Kayo Sports has posted its highest streaming figures to date, clocking a record 844 million minutes viewed over a packed weekend of live sport from Thursday to Monday, a 16% increase on its previous record set in March 2025.

The milestone came off the back of a stacked sporting line-up, including AFL Gather Round, NRL, the Masters Tournament, Formula 1®, Supercars, MotoGP, UFC 314, Super Netball, the IPL, and NBA on ESPN.

According to Kayo, AFL Gather Round delivered its largest audience since launching in 2023, while the Masters reached its biggest viewership across Foxtel Group platforms, including Kayo Sports, Foxtel, Foxtel Now, and Foxtel Go.

Kayo Sports CEO Julian Ogrin said the figures reinforced the platform’s position as the go-to destination for sport fans. “Sport delivers unmatched passion and emotion, and there’s nowhere else in Australia fans can enjoy the variety of the greatest sports on a single platform than on Kayo Sports,” he said.

“This second record in under a month is a testament to our commitment to providing the best viewing experience for our subscribers.”

In addition to viewership records, Kayo Sports has reported significant growth in its subscriber base. As of 30 September, 2024, Kayo reached 1.511 million subscribers, with 1.499 million being paid subscribers, marking a 7% year-on-year increase. ​

Financially, the Foxtel Group, which includes Kayo Sports, reported a 3% increase in revenue for the first quarter of Fiscal Year 2025, totaling $501 million. Streaming subscription revenues accounted for 34% of total circulation and subscription revenues, up from 30% in the prior year.

Advertising revenue on streaming platforms saw a substantial rise, increasing over 45% year-on-year and accounting for more than 40% of Foxtel’s total advertising revenues. Kayo Sports played a significant role in this growth, reflecting the platform’s expanding influence in the sports streaming market.

Highlights from the weekend included Oscar Piastri’s standout Formula 1® win, Alexander Volkanovski’s reclaiming of the UFC featherweight title, and Rory McIlroy’s emotional victory at the Masters.

Kayo also served as the exclusive home for AFL and NRL matches on Saturday, as well as coverage of the Bahrain Grand Prix, Taupo 440 Supercars, and IPL.

Ogrin added: “The depth of our schedule is just another way we continue to deliver value for our customers.”

The latest results follow a strong run for Kayo Sports, which has been building momentum in 2025 as part of the Foxtel Group’s broader push into premium sports streaming and digital subscriptions.

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LiSTNR’s The Mel Robbins Podcast has topped the March 2025 Triton Top 200 Australian Podcast Ranker, reaching a record 1.87 million Australian listeners. It’s the third consecutive month the podcast has topped the chart.

March’s results saw LiSTNR secure a dominant presence in the space, boasting more podcasts in the top 10 than any other network: Hamish & Andy, It’s A Lot with Abbie Chatfield, and The Imperfects.

Southern Cross Austereo (SCA) executive head of LiSTNR audience and growth Grant Tothill said the “result underscores LiSTNR’s continued leadership in the commercial podcast marketplace”.

Tothill said the result was “driven by its strategic investment into known audiences and advanced AdTech solutions, which currently account for 60% of all podcast advertising campaigns.”

Other notable achievements included audience boosts to a number of top podcasts, including Hamish & Andy, which sits at #3 on the ranker, growing 186% to 752,700 monthly listeners, and It’s A Lot with Abbie Chatfield, which now sits at #6 (down one spot from February) which grew 17.5% to 583,493 monthly listeners.

iHeart also enjoyed a strong performance in the ranker achieving its 59th consecutive #1 position as the nation’s top podcast publisher. The combined efforts of their offerings saw the publisher reach a record 7.8 million listeners (+9%) and 24.7 million downloads (+10%).

Overall, the publisher recored 47 titles in the Top 200.

With the absence of the former #1 true crime podcast, Casefile, following the company’s exclusive hosting, distribution, and ad sales agreement with Acast, who don’t participate in the ranker, a new true crime favourite has burst into the scene.

Stalked, the gripping true crime series from BBC Studios, leapt 67 places to #8 overall, claiming the title of Australia’’s #1 true crime podcast.

BBC Studios’ SVP, BBC Audio, digital news and streaming, Louise La Grange, said the team were “delighted to see BBC Studios’ produced podcast Stalked connect so deeply with Australian audiences”.

While ARN’s head of digital audio, Corey Layton, added: “With more Australians listening than ever before, iHeart’s record results reflect the power of combining world-class storytelling with unrivalled scale.”

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QMS has launched a high impact 3DOOH campaign for global beauty brand Garnier, in collaboration with Wavemaker and Made This.

The campaign combines the creative impact of full motion 3DOOH with the flexibility of programmatic trading to elevate Garnier’s latest work.

The campaign runs across the digital outdoor media company’s Emporium Melbourne site and showcases Garnier’s Vitamin C Daily Tinted Fluid with SPF50+, immersing audiences in an eye-catching 3DOOH execution.

The creative, originally launched through traditional trading with Wavemaker, was later enhanced by GroupM, through programmatic amplification during key moments across the summer.

“This campaign is a milestone for the industry, showcasing how programmatic can seamlessly complement traditional out of home, amplifying creative impact and extending audience reach,” Michael Whiteside, QMS national sales director – Advanced Trading, said.

“At QMS, we have enabled all formats for programmatic trade, ensuring advertisers can optimise their campaigns with greater flexibility and efficiency. Garnier’s execution is a perfect example of how brands can integrate 3DOOH and programmatic DOOH to dynamically extend their message. The work we did with Garnier ensured maximum exposure and high audience relevance.

“This first-of-its-kind execution reinforces our commitment to innovation, paving the way for more brands to explore the intersection of creativity and programmatic precision,” he said.

Ensuring high engagement with QMS

With over 18 million visits a year, QMS’ full-motion Emporium Melbourne digital site provided a prime location for Garnier’s innovative campaign, allowing the brand to bring its story to life in one of Australia’s busiest retail precincts.

Through additional programmatic targeting, GroupM extended the campaign’s reach by reactivating Garnier’s Vitamin C message at optimal moments, ensuring high engagement levels during summer.

“At Wavemaker, we’re always looking for innovative ways to connect our clients with their audiences,” Alexandra Walker, Wavemaker’s client manager – L’Oréal Consumer Products Division, said.

“This campaign for Garnier was a perfect example of how strategic media planning, combined with the power of programmatic DOOH, can deliver exceptional results. We’re excited to continue exploring the possibilities of PDOOH with partners like GroupM and QMS.”

Garnier’s senior brand business lead, Adorna Yip, said: “Garnier is committed to innovation, and this programmatic 3DOOH campaign perfectly embodies that spirit. By leveraging cutting-edge technology, we were able to elevate our Vitamin C Daily Tinted Fluid launch and connect with consumers in a dynamic and engaging way, reinforcing our position as a forward-thinking beauty brand.”

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Prime minister Anthony Albanese’s TikTok posts have had further impact and gained more likes and comments, proving to be a key platform to the election campaign, according to Australian influencer marketing platform Fabulate.

The Labor leader has been getting significantly more likes and comments than his rivals, with views on his videos outpacing Liberal’s Peter Dutton by 6:1 and Green’s Adam Bandt 9:1.

The platform analysed the respective audiences and social engagement of the three leaders’ TikTok accounts and found that not only was Albanese posting far more, but also his TikToks were going much further on average and driving significantly more engagement in terms of likes and comments.

“One of the defining things about TikTok is that it’s not solely your follower account which determines how far your videos go,” said Nathan Powell, chief product and strategy officer of Fabulate.

“Clearly the Albanese team have learnt a lesson or two about TikTok and are following best practice on the platform, which is posting consistency and having clear content pillars to message to your audience.

“The numbers they are getting are clearly resonating but it appears to be largely, if not wholly, organic reach. Based on these figures, all three parties should be considering boosting their leaders’ accounts to reach new and engaged audiences, especially those aged 18-24.”

Despite having relatively small TikTok followings, often dwarfed by their own political party accounts, many of the leaders’ videos are each garnering hundreds of thousands of views and in cases have much better engagement.

So far during the campaign, Albanese’s most watched video has been one talking about Australian values and taking care of people, which has been watched more than 400,000 times.

@albomp These are Australian values. That no matter who you are, you get looked after. That you get the same care whether you’re a pensioner or a billionaire. That’s the story of my mum. That’s what drives me. It’s the Australian way. It’s the Labor way. And it’s what I’ll keep fighting for every single day. #australia #medicare #healthcare ♬ original sound – AlboMP

Dutton’s most watched TikTok is a photo montage of him talking about housing affordability, which has been watched 130,000 times, while Bandt’s most watched video is on the legalisation of marijuana, which has had 90,000 views.

“As ever with social media the things that get traction are varied, and it’s interesting to see which videos did well during the first half of the Election Campaign,” said Powell.

“When you consider the younger and more male-skewing audiences of the leaders’ TikTok accounts it’s not surprising that free Medicare, housing affordability and legalisation of marijuana would resonate with this audience.”

According to Fabulate Discovery, each of the three main TikTok accounts have between 100,000-200,000 followers, with the largest demographic aged 18-24 and skewing, in some cases significantly, male.

Breakdown of views by party handle:

“Content featuring people and issues is resonating the most,” said Powell. “While meme- generated content, which has generated news headlines, is not the content that is travelling the furthest.

“The memes that have performed well have been based on well known franchises such as The Simpsons, Minecraft and Seinfeld.

“Politicians are always obsessed with polling and data. A platform like TikTok is useful in gauging what issues and topics are resonating particularly with younger voters. Smart politicians and parties should be using the platform to test messages in real time and adapt to the evolving campaign.”

Breakdown of engagement by party handle:

Top image: Anthony Albanese, Adam Bandt and Peter Dutton

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oOh!media will deliver exclusive, customised 9News content across its national large format digital Out of Home network.

The multi-year partnership between the outdoor media company and Nine sees the network’s news outlet provide more than 50 news updates each day, seven days a week, including content tailored for local markets as part of the long-term agreement.

9News headlines will appear across 74 of oOh!’s large format digital billboards across five capital cities – Sydney, Melbourne, Brisbane, Adelaide and Perth – as well as regional Australia including the NSW Northern Rivers.

“The partnership with 9News is yet another step forward in our strategy to enhance the Out of Home experience by delivering high-quality, contextually relevant content at scale,” Cathy O’Connor, CEO oOh!, said.

“This initiative further reinforces oOh!’s commitment to making public spaces better by providing timely, attention-grabbing content that extends the value exchange for both audiences and our advertising partners,” she added.

oOh!’s technology team, together with its creative and innovation hub, POLY, collaborated to develop an innovative responsive design solution that streamlines the management of large-format digital content at scale. The new technology enables oOh! and Nine to use a single base template that seamlessly adapts across all seven unique large-format specifications.

Nine’s director of news and current affairs, Fiona Dear, said: “We have been actively evolving our news product to ensure we are reaching our audience where they are in their day-to-day lives. Whether that be on their daily commute, at work, or at home, we want our news content to be easy to consume and access.

“This partnership with oOh! is another piece to our puzzle, ensuring that we are broadening our distribution even further, and giving millions of Australians daily updates to keep them informed.”

Building oOh!’s content network

9News is the latest media partner to join oOh!’s content network, which also includes News Corp Australia’s news.com.au, The Australian, and Vogue, running content across oOh!’s Street Furniture, Fly, Study and Office networks, as well as Broadsheet, the leading authority on what’s hot, on oOh!’s Office network.

Bel Harper, chief product and marketing officer at oOh!, added: “We are continuously innovating to make our Out of Home network a dynamic platform that engages audiences and delivers greater impact for advertisers.

“This partnership is a testament to our commitment to scalable solutions for key partners such as Nine, who can leverage the scale of our premium digital network to deliver contextual news to more Australians every day.”

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AKQA has announced four key appointments to its global executive committee that enhances its core capabilities and unifying its expertise into seamless client offerings.

The strategic expansion empowers AKQA to guide clients through transformation globally, delivering market-leading solutions with greater agility and depth.

The design and innovation company is responding by deepening its ability to combine design, customer experience, brand storytelling, business strategy, technology, innovation, and AI into holistic, intelligent solutions.

Leading the appointments is the promotion of AUNZ executive creative director Tim Devine to chief invention officer. He will be tasked with pushing the boundaries of what’s possible, delivering game-changing solutions to the hardest problems brands face today.

His award-winning work spanning projects like Action Audio, RGBlack, The [uncertain] Four Seasons, Serena v Serena? and the Code of Conscience demonstrates a commitment to using technology for societal and environmental good. As Chief Invention Officer, he will lead efforts to develop groundbreaking original solutions for clients.

Miriam Plon Sauer returns to the agency as chief strategy officer, bringing an impressive track record working with some of the world’s most renowned brands, driving strategies that connect creativity with commercial success.

As chief strategy officer, she will focus on ensuring AKQA remains a trusted growth partner for clients, shaping future-focused strategies that drive meaningful impact.

Ben Royce, a former Google AI leader, joins the agency bringing his deep expertise in harnessing AI for scalable and impactful brand solutions. He will lead initiatives that help clients integrate digital and AI-driven innovation into their business models, enabling them to grow efficiently and meaningfully.

Rounding out the appointments is the promotion of Jonathan Bolden to the role of executive director of transformation, blending strategy, innovation, and transformation expertise.

He joined AKQA in 2016 and has helped clients embrace a growth mindset, moving with speed to outpace competition and create lasting value for consumers and shareholders.

In the role, he will drive AKQA’s global transformation initiatives, helping clients navigate complex challenges, embrace emerging technologies, and future-proof their businesses.

These appointments will work in close partnership with AKQA’s global chief creative officers Shu Hung, Diego Machado, Peter Lund, and Hugo Veiga to complement AKQA’s creative offering and accelerate the integration of creativity, technology, and strategy across every client engagement.

Next chapter of AKQA leadership

Stephan Pretorius, AKQA interim chair said: “These leadership appointments mark a pivotal moment for AKQA. As we continue to evolve, we are bringing together some of the brightest minds in strategy, technology, invention and business transformation to drive forward a more integrated and future-focused proposition.

“Our clients are increasingly looking for partners who can support them globally with seamless, multidisciplinary expertise. This team will ensure we meet that need, delivering transformative solutions and building on our existing strengths in creativity, design, customer experience, product development and brand storytelling.

“I can’t wait to see how their leadership will shape the next chapter of AKQA’s journey.”

This announcement follows AKQA’s new global structure, unveiled at the end of 2024, which was designed to integrate AKQA’s capabilities more seamlessly and enhance its ability to deliver innovation at scale.

These leadership appointments are a key step in ensuring that vision is realised, bringing the best minds together to drive the future of creativity, technology, and strategy.

Top image: Miriam Plon Sauer, Ben Royce, Tim Devine and Jonathan Bolden

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Strategic research consultancy Fifth Dimension has unveiled a new name, a refreshed brand, and an expanded leadership team as it ramps up ambitions to grow its market share in Australia and scale across the Asia Pacific region.

Now rebranded as 5D, the move reflects both a natural evolution of the company’s identity and the way clients have long referred to the business.

The rebrand also sharpens the consultancy’s positioning as a leader in cognitive science and decoding the complexities of modern consumer decision-making.

Embracing the ‘Science of Choice’

Founded nearly 20 years ago, 5D has long worked with some of Australia’s largest companies to apply the science of human behaviour to business strategy.

The new brand identity is anchored by the positioning line ‘The Science of Choice’, spotlighting 5D’s expertise in navigating the psychology behind consumer and brand interactions.

“For almost 20 years, we have been at the forefront of cognitive science, helping businesses understand the complexity of human choice and behaviour,” said Lyndall Spooner, 5D founder and chief executive officer.

“Our new brand positioning, ‘The Science of Choice’, highlights our expertise in consumer decision-making and the factors influencing brand success. Market dynamics have evolved, and traditional approaches to marketing and strategy are no longer relevant.

“Consumer behaviour is shifting due to advancements in technology and social change. We provide science, technology and expertise to help brands make smarter decisions and drive sustainable growth,” Spooner said.

Strategic leadership to fuel innovation

As part of its expansion strategy, 5D has bolstered its senior leadership with appointments spanning brand strategy, advertising, communications, and cultural insight, areas increasingly critical to brand differentiation and growth.

“5D is not a traditional research agency; we are a strategic partner that transforms the complex into simple,” said David Gemmola, chief operating officer at 5D. “We apply a scientific approach to decoding decision-making, helping businesses make smarter, high-impact choices.”

The consultancy is positioning its cross-disciplinary team as a key differentiator in helping clients navigate rapidly changing market environments across the region.

Expanded leadership to drive APAC momentum

The newly formed leadership team at 5D includes:

• Lyndall Spooner, founder and CEO, leading the consultancy’s vision and cognitive science strategy.

• David Gemmola, COO, overseeing operations, finance, B2B, and C-suite research initiatives.

• Alex Vishney, managing director, Sydney, driving innovation across product, service, pricing, and predictive modelling.

• Andrew Slot, managing director, Melbourne, charged with expanding 5D’s new Melbourne office and deepening expertise in customer experience, brand research and data strategy.

• Hannah Krijnen, director of qualitative research, and Melissa Gilson, director of brand and consumer strategy, expanding the agency’s capabilities in brand reputation, culture and insights.

• Abhishek Jayant, director of technology and operations, and Nick Wyatt, data scientist, leading 5D’s AI and machine learning advancements.

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Special has cemented its Uber APAC leadership team with the appointments of Peter Defries and Alan Wilson.

Defries and Wilson have been a creative partnership for 14 years and returned to Australia after almost a decade in New York. They will step into the position of regional group creative directors on Uber and Uber Eats,

The creative duo worked as executive creative directors at BBH NY, leading the J.M. Smucker Company business, which hosts some of America’s most iconic FMCG brands, including Jif, Smucker’s, Twinkies, Dunkin, Milk-Bone, and Meow Mix, plus major U.S. accounts like Walmart and Cadillac.

Defries and Wilson have been recognised with over 30 international awards, and in 2022 D&AD named them both among the Top 20 Executive Creative Directors in the world.

Wilson said of joining the agency: “We’ve been massive fans of Special for some time now. Watching from the other side of the world, we were consistently blown away by the breakthrough work they produced, especially with Uber and Uber Eats. So when the opportunity arose to be part of it, we couldn’t say no.”

Defries added: “Leaving New York wasn’t a decision we took lightly—it gave us some of the best experiences of our careers. But the chance to come home and join this extremely talented team, pushing creative boundaries at a world-class level right here in our own backyard, was simply too good to pass up.”

The pair join the team under the leadership of Celia Garforth, head of strategy, and Lauren Portelli, managing director.

Tom Martin, partner and CCO Special Australia, said of the appointments: “We’re pumped to have Pete and Alan boomerang back to Australia and back into Special. We’re at our best when we bring together top-tier humans who get what it takes to make great work and do it with care, craft and real collaboration.”

Cade Heyde, global partner of Special, added: “The magic of Special Group comes from the extraordinary people behind it. Celia and Lauren have been instrumental in building our creative reputation across APAC. And now, with Peter and Alan joining them, we believe we have one of the best, most exciting teams in the world.”

Special expands Uber partnership

Over the past few years, Special has expanded their strategic and creative partnership with Special’s cornerstone client, Uber and Uber Eats, across the APAC region.

The partnership now extends across ANZ, Japan, South Korea, Hong Kong and Taiwan, all led from the Special Sydney office.

In 2024, Special won a Gold Effie for Get Almost Almost Anything in ANZ, and their partnership with Uber was recognised by Campaign Asia, winning Agency Partnership of the Year across ANZ, Japan, and Greater China.

The team also leads a specialised on-the-ground offering in Tokyo to support Uber Japan’s growing business, which was named Campaign Asia Brand of the Year.

Top image (left to right): Peter Defries, Celia Garforth, Lauren Portelli, Alan Wilson

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Masterfoods has launched a limited edition rebrand of its tomato sauce in the spirit of the election, called MasterFoods Democracy Sauce.

With the polls still up in the air, the sauce’s rebrand for the election is one debate it aims to settle, that MasterFoods is the sauce that belongs on every democracy sausage.

The tomato sauce brand claims that in 2024 alone, Australians devoured a whopping 4.9 million litres of MasterFoods Tomato Sauce – that’s almost 10 million bottles of Australia’s most popular tomato sauce – enough sauce bottles to circle the MCG…16,000 times, or enough sauce to fill about 250,000 bathtubs.

Annabel Archer from MasterFoods Australia said: “We’re so excited to bring these two Aussie icons together. The democracy sausage is a national tradition, and MasterFoods is the perfect sauce to match.

“As Australia’s favourite tomato sauce, it only felt right to rename our most-loved product in honor of the star of the upcoming election, the Democracy Sauce.”

MasterFoods Democracy Sauce will be available to squeeze at select polling stations across the country.

Earlier this year, MasterFoods appointed WPP’s integrated agency model, The Kitchen, to its brand portfolio. The Kitchen brings together a bespoke WPP team, with T&P offering full-service creative alongside EssenceMediacom leading media and Hogarth delivering production for the brand.

The agencies will work together, and the integrated approach aims to deliver deeper insights, more impactful campaigns, and engaging content.

The Kitchen team will work with other key partners like Enthral from an earned perspective to continue to build upon MasterFoods enviable position in the Australian market.

Georgia Malcolm, Mars client lead at T&P said at the time: “We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands.”

“As we head into 2025, our entire team is looking forward to hitting the ground running with some standout thinking. We can’t wait to add to the next chapter of this true Australian icon,” Malcolm added.

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Lurpak and MasterChef Australia have teamed up for a campaign that reinforce its positioning as the butter of choice for passionate cooks.

The campaign via full-service media agency, Mediahub, champions good food and puts the premium Danish butter brand at the heart of Easter culinary celebrations, traditionally a key period for butter sales.

‘When in Doubt, Just Cook’, the core message, Lurpak stands apart from its Australian competitors by elevating the emotional connection consumers have with cooking, rather than focusing on ingredients alone.

“Maintaining share of voice in an increasingly competitive category is essential,” Linda Fagerlund, chief strategy officer, Mediahub, said. “The MasterChef Australia: Back To Win season partnership is the natural next step, aligning perfectly with Lurpak’s premium positioning and food-first messaging.”

“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 holistic campaign highlights the proposition that Lurpak is synonymous with good food, Easter and MasterChef Australia.

Having launched on March 24 with a robust media mix including OLV, social, and high-impact retail OOH to maximise awareness and conversion in the lead-up to Easter, the campaign then strengthens across broadcast, social, and online video during the crucial holiday period.

‘A sponsorship that perfectly aligns two premium brands’

The campaign centrepiece then commences with the premiere of MasterChef Australia: Back To Win on April 28 via premium, high impact integrations throughout the season.

“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,” Thomas Smith, Lurpak brand manager, said.

“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.

“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.”

Travis Kirk, Paramount Australia’s 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.”

The authentic and effective integrations will include prominence in the pantry and staples box to ensure continuous exposure across the season, a butter dish challenge during a French Fusion service challenge that gives the product pride of place, a bespoke Lurpak challenge that will see the butter as a hero ingredient.

While beyond the kitchen, the brand will feature in billboards, program IDs, and vibrant BVOD video formats that aim to extend reach and engagement across Paramount’s ecosystem, while key branded moments will be amplified via MasterChef’s social channels.

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

MasterChef Australia: Back to Win launches Monday April 28 at 7.30pm on 10 and 10 Play.

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Total People TV Ratings

Seven’s Seven News recorded a total TV national reach of 2,188,000, a total TV national audience of 1,400,000 and a BVOD audience of 91,000.

Nine’s 9News recorded a total TV national reach of 2,058,000, a total TV national audience of 1,270,000 and a BVOD audience of 118,000.

Nine’s Travel Guides – Encore recorded a total TV national reach of 1,684,000, a total TV national audience of 779,000 and a BVOD audience of 66,000.

Nine’s A Current Affair recorded a total TV national reach of 1,573,000, a total TV national audience of 1,061,000 and a BVOD audience of 90,000.

Nine’s Tipping Point Australia recorded a total TV national reach of 1,424,000, a total TV national audience of 761,000 and a BVOD audience of 67,000.

People 25-54

Nine’s 9News:
• Total TV national reach: 618,000
• National Audience: 361,000
• BVOD Audience: 61,000

10’s Australian Survivor Grand Finale:
• Total TV national reach: 608,000
• National Audience: 364,000
• BVOD Audience: 59,000

Nine’s Travel Guides -Encore:
• Total TV national reach: 582,000
• National Audience: 260,000
• BVOD Audience: 36,000

Seven’s Seven News:
• Total TV national reach: 579,000
• National Audience: 350,000
• BVOD Audience: 47,000

Nine’s A Current Affair:
• Total TV national reach: 496,000
• National Audience: 304,000
• BVOD Audience: 47,000

People 16-39

10’s Australian Survivor Grand Finale:
• Total TV national reach: 274,000
• National Audience: 165,000
• BVOD Audience: 34,000

Nine’s Travel Guides -Encore:
• Total TV national reach: 237,000
• National Audience: 99,000
• BVOD Audience: 18,000

Nine’s 9News:
• Total TV national reach: 230,000
• National Audience: 120,000
• BVOD Audience: 30,000

Seven’s Seven News:
• Total TV national reach: 207,000
• National Audience: 116,000
• BVOD Audience: 24,000

Nine’s A Current Affair:
• Total TV national reach: 185,000
• National Audience: 113,000
• BVOD Audience: 24,000

Grocery Shoppers 18+ TV Ratings

Seven’s Seven News:
• Total TV national reach: 1,754,000
• National Audience: 1,130,000
• BVOD Audience: 73,000

Nine’s 9News:
• Total TV national reach: 1,611,000
• National Audience: 1,005,000
• BVOD Audience: 96,000

Nine’s Travel Guides -Encore:
• Total TV national reach: 1,321,000
• National Audience: 619,000
• BVOD Audience: 54,000

Nine’s A Current Affair:
• Total TV national reach: 1,242,000
• National Audience: 851,000
• BVOD Audience: 73,000

Nine’s Tipping Point Australia:
• Total TV national reach: 1,141,000
• National Audience: 622,000
• BVOD Audience: 55,000

Data © OzTAM and Regional TAM 2025. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.

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