NBCUniversal is serving up a decadent menu of integrated brand partnerships for the upcoming 19th season of Bravo’s “Top Chef” located in Houston, Texas. World-leading brands including BMW of North America, Chipotle, S.Pellegrino(R), Talenti, Universal Pictures’ Jurassic Park Dominion, and Vrbo will captivate audiences throughout the savory season with bespoke, engaging brand activations through Quickfire and Elimination challenges and more on the journey to naming the next “Top Chef.”
The power of Top Chef’s storytelling paired with NBCUniversal Advertising and Partnerships’ unparalleled creativity, and capabilities delivers premium content Bravo fans expect and advertising that drives +29% lift in brand favorability, +26% in product interest and inspires action across the country with +25% in purchase intent. Plus, taking it a step further, an advertiser who partnered with “Top Chef” rapidly saw strong audience engagement with consumers 7.5 times more likely to search for a brand after airing during the series and their 1 ad in “Top Chef” was equivalent to almost 8 ads in a competitive show. In addition, for the season, 34% of all social sentiments included a love element for the program. The beloved competition series continues to showcase that great content and great advertising can both live alongside one another and thrive.
The highly anticipated food program premieres Thursday, March 3 at 8pm ET/PT on Bravo. From grand prizes to Quickfire challenges and the digital companion series “Top Chef: Last Chance Kitchen,” viewers everywhere will experience the #1 most affluent culinary program on cable and interact with the brands they know in a whole new way.
“We are thrilled to be working with both new and returning esteemed partners for this season of Bravo’s ‘Top Chef.’ Season after season, “Top Chef” continues to be an exciting and engaging destination for brands to organically weave their messaging directly into Emmy Award winning content creating a seamless and memorable experience for fans and providing significant brand impact for our marketers,” said, Ann Scheiner, Executive Vice President, Advertising and Partnerships, NBCUniversal. “And with One Platform advertisers will reach consumers at scale through cross platform video, digital first content, social amplification, custom spots and more. We cannot wait for everyone to dig into the biggest season of “Top Chef” yet.”
“Bravo’s highly engaged and passionate fan base tune-in to “Top Chef” for a captivating and flavorful viewing experience that transports them straight into the kitchen. And our trusted brand partners have always been an integral piece of the show, making those fans truly a part of the competition itself with every recipe, every cooking instrument, every personal story shared,” said Jamie Cutburth, Senior Vice President, One Platform Creative & Development, Advertising and Partnerships, NBCUniversal. “NBCUniversal’s Creative Partnerships team is hyper focused on creating unforgettable stories through pristine out-of-the-box creative and integrations that viewers love. And, at the same time, delivering new and unique ways for advertisers to tell their brand story to develop deep connections with their consumers.”
Season long partner, BMW of North America returns to “Top Chef” Season 19 presenting Bravo’s Emmy-Winning digital companion series ”Top Chef: Last Chance Kitchen.” Each week on Bravotv.com beginning Thursday, March 10, eliminated chefs will go head-to-head to try to cook their way back into the competition. In a special Elimination challenge, cheftestants will also turn to BMW of North America as a trusted ally as they race to retrieve their needed ingredients.
In a Quickfire challenge, Chipotle is bringing local and fresh ingredients to the competition as chefs are tasked to create a Tex-Mex dish in the heart of Houston. The winner of the challenge will have a chance to win a cash prize of $10,000, sponsored by Chipotle.
Returning season-long partner, S.Pellegrino(R) Sparkling Natural Mineral Water once again partners with “Top Chef” as the official Grand Prize sponsor. S.Pellegrino(R) will provide the winning chef who earns the coveted title of “Top Chef,” $250,000, a feature in FOOD & WINE magazine as well as an appearance at the annual FOOD & WINE Classic in Aspen.
A meal would not be complete without it ending with something a little sweet. This season, brand partner Talenti will put dessert front and center on the table in a Quickfire challenge, as competitors pair sweet and salty ingredients, inspired by Talenti’s new line of ice cream flavors. And for the cherry on top, Talenti will be donating $10,000 to a charitable program that provides meals and employment opportunities to underserved communities in Houston.
Universal Pictures is teaming up with “Top Chef” that will take contestants through a prehistoric themed Elimination Challenge ahead of Jurassic World Dominion’s blockbuster premiere this summer. Thanks to Universal Pictures, the winner of the challenge will have the chance to attend the red-carpet premiere.
Family travel brand Vrbo joins the powerhouse series for the first time. Viewers will be on their toes as the vacation home platform challenges chefs to redefine the meaning of gourmet as they are brought together to serve a VIP family at a top Vrbo destination.
In addition to the exciting line-up of integrated partnerships, “Top Chef” Season 19 has layers of spice and flavor, featuring a variety of in- and out-of-show sponsors that viewers will eat up throughout the competition including Anolon, Boars Head, Bush’s Beans and Morton Salt.
For more information on Season 19 of “Top Chef” and its lineup of cheftestants, please visit Bravotv.com/top-chef.