Kitchen Envy – Research by LG finds it’s a thing

LG Electronics Australia has again partnered with ratings success Masterchef and it seems to have triggered something I never knew existed – Kitchen Envy

So apparently when you see these wonderful appliances being featured and advertised throughout the Masterchef season it makes you question your own kitchen setup and of those around you, sparking a desire to go out and upgrade. Ideally to a kitchen just a bit better than your friends, family or neighbours. No doubt this is music to the ears of LG executives who fork out (pun intended) the big bucks to sponsor the show.

In fact the people at LG commissioned research to find out exactly what the impact of their close association with the Channel 10 hit cooking show were and the findings were interesting

• 81% of viewers considered purchasing an LG home appliance with 22% of respondents attributing that directly to the 2025 Masterchef season.
• They saw a 10% increase in perception of LG as a trusted brand
• There was an 11% uplift in perception of LG as delivering good value
• The campaign also contributed to increased interest and sales in newly launched products including LG’s InstaView refrigerators and ovens.

Shannon Tweedie, Marketing Manager, Home Appliances, LG Electronics Australia, said “Our partnership has shown us that when Australians see premium appliances in action, they start imagining what’s possible in their own homes. At LG, we design appliances to work quietly in the background—removing small daily decisions, reducing chores load and giving people back time and headspace. That’s why we’re excited to return to MasterChef for a second year and continue inspiring Australians with smarter kitchen and home solutions”

Viewers may have noticed that LG have featured judge Andy Allen in their advertisements this year and even his Mum, Maree gets a plum role in the ads.

Tamar Hovagimian, Director of National Advertising Partnerships, Paramount Australia said: “We’re incredibly proud to continue evolving our partnership, this time with the expertise of MasterChef Judge Andy Allen. MasterChef has always been about sparking a genuine passion for cooking, and LG is the perfect partner to help us inspire both our contestants and audiences”

LG have been featuring their newest appliances, the LG 642L French Door Fridge with the InstaView Door-in-Door and the LG 76L LG’s InstaView Series 9 Full Steam Oven in scenes throughout the season. The ability to view inside without the need to let cold air out or in (depending on the appliance) has proven to be quite popular with professional and amateur home cooks.

Throughout the 2026 season, viewers will also have the chance to enter to win $10,000 worth of LG appliances, with the competition running for the duration of the show and the winner to be announced in August so it may come to pass you can outdo your neighbours in the kitchen envy stakes without even spending a cent.