Bravo Whips Up Four Sponsorship Pacts For Top Chef Just Desserts
NBCU Net Inks Multiplatform Deals With Breyers, Dawn, Extra Dessert Delights, Godiva
Mike Reynolds -- Multichannel News, 8/27/2010 5:27:42 PM
Bravo has inked partnerships pacts with a quartet of marketers for the premiere season of Top Chef Just Desserts.
Breyers, Dawn, Extra Dessert Delights and Godiva are officials sponsors for the spin-off series of the Emmy and James Beard Award-winning Top Chef, which debuts Sept. 15 at 11 p.m. The marketers will gain exposure through multiple platforms, including on-air messaging and product integration, as well as digital expression. Deal terms were not disclosed.
As a fully integrated sponsor and official ice cream partner of the series, Breyers will sponsor an on-air "Quickfire" challenge and a custom vignette series highlighting natural ingredients used by the series' chef'testants. The recipes will be available on www.BravoTV.com under its recipe finder.
Dawn Hand Renewal With Olay Beauty is the official dish soap partner and a full series integrated partner. The product also will sponsor a Quickfire challenge, as well as provide cash prizing for five challenges over the course of the season. Moreover, Dawn will clean "Top Tips" podbusters, offering viewers entertaining ideas on creating special parties for their families and friends.
Extra Dessert Delights Gum will serve as a full-series partner of the series and the exclusive sponsor of its "Viewer Quickfire challenge," in which fans can go to www.BravoTV.com to submit their own dessert recipes inspired by the gum's flavors. At the end of the season, BravoTV.com will reveal the winner of the challenge, who will receive a $5,000 kitchen makeover. Extra Dessert Delights Gum will also sponsor Top Chef Just Dessert's weekly "live voting," where fans can vote for their chance to win a private cooking class from the winner of Top Chef Just Desserts.
Godiva will award the winning chef $100,000, as well as sponsor a Quickfire challenge in which the winning chocolates will be featured by Godiva in a collection inspired by golden moments in the chef's journey to success.
"The 'Top Chef' brand has established itself as a dynamite partner for our advertisers by consistently providing multi-platform opportunities to raise consumer awareness and exposure for their brands," said Susan Malfa, senior vice president, ad sales, Bravo and Oxygen Media, in a statement. "We have a proven record of highest commercial and brand recall in television driven by the quality of our shows and program engagement."
Top Chef Just Desserts features highly celebrated chefs in the pastry world ranging from "Mr. Chocolate" himself, Jacques Torres and the "Leonardo Da Vinci of cakes," Sylvia Weinstock, to Wolfgang Puck's famed Spago pastry chef, Sherry Yard and Eric Ripert's Le Bernardin pastry chef Michael Laiskonis, among others.
The challenges will range from timed wedding cakes and flaming desserts to chocolate show pieces and edible fashion. Each installment will feature two challenges for the pastry chefs: a quickfire test of their basic abilities and the elimination challenge designed to test the versatility and inventiveness of the pastry chefs.
Gail Simmons, a series judge on Top Chef for the past seven seasons, takes on the hosting duties. She will be joined by head judge Johnny Iuzzini, one of the country's most celebrated and innovative pastry chefs and executive pastry chef at restaurant Jean Georges. Hubert Keller, critically acclaimed chef as well as guest judge on Top Chef and finalist on Top Chef Masters, and Dannielle Kyrillos, entertaining expert and DailyCandy editor-at-large will also serve as regular judges on the series.
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