My Kitchen Rules celebrity chefs Pete Evans and Manu Feildel sit at the head of a table that stretches across New Zealand in a new promo for season three of the show.
Developed by TVNZ Blacksand, the spot aims to invite viewers to what is being tipped as the biggest dinner party in the country.
“In a major coup, we’ve brought in Pete and Manu to front our local version,” says TVNZ commercial director Paul Maher. “This takes the show to a new level and it’s increased the number and calibre of contestants from previous series.”
In addition to the new judges, the format of the show has also evolved. The weekly hour-long, ten-episode show will forgo the Kitchen HQ setting and focus on the popular instant restaurant rounds, where teams take turns to transform an ordinary home into a restaurant for one pressure cooker night. This time around, the sudden death cook-offs will take place in commercial kitchens with teams going head to head to avoid elimination.
“We’re focusing on the aspects of My Kitchen Rules that viewers love most – the drama, the food, the star judges and the Kiwi characters doing extraordinary things in the kitchen,” says Maher.
In addition to the TVC, TVNZ Blacksand has also developed outdoor, radio and digital ads that will draw viewers to the culinary drama.
There’s also a social aspect to the campaign, which calls on viewers at home to share their own creations via social media. Those who enter the competition will be in the running to win a prize from Harvey Norman, the headline broadcast partner.
Other sponsors this year include Toyota and Reckitt Benckiser (through Dettol and Finish), which will also see their brands come to life through promotional efforts around the show.
The first episode of the new season premieres at 8pm on 25 September.
GM Marketing Sarah Finnie
Executive Creative Director – Jens Hertzum
Group Marketing and Communications Manager – Helen Fitzsimons
Marketing Manager – Rebecca Brown
Creative Director – Daniel Martin
Art Director – Jacob Slack
Producer – Tim Costar
DOP – James Rua
Campaign Manager – Quentin Fullerton-Smith
Digital Producer – Hamish Russell
Graphics – Motion – Nick Delaney and Aaron Clarke
Graphics – Digital – Jeff Lau
Graphic – Design – Roseanne Lee
Publicity – Cherelle Duggleby
Media Planner – Nicole Smith
Media Planner (Starcomm) – Sebastian van Dyk