Bravo has stirred up partnerships with Buitoni, Swanson Broth and Toyota as official sponsors for the eighth season of “Top Chef All-Stars,” the Emmy and James Beard Award-winning show that’s back on the air 12/1 at 10 p.m. ET/PT. These multi-platform deals provide an exclusive level of brand exposure through in-show product integration along with on-air and online presence.
“Top Chef” congregates a dream team of 18 past chef’testants who nearly won the title to return to see if they have what it takes in “Top Chef All-Stars.” The show returns to NYC with host Padma Lakshmi and head judge chef Tom Colicchio, alongside judges Gail Simmons and new this season, best-selling author and chef, Anthony Bourdain.
Details of the sponsorships and integrations:
Buitoni joins as a fully integrated partner and their products will be highlighted via a featured in-show integration. The company will reward the winner of “Top Chef All-Stars” with $200,000 and be featured as an episodic prize partner across three episodes. Bravo will create a custom vignette themed to Italian food to air within the series, and Buitoni will provide prizing for the annual Foodie Flyaway Sweepstakes.
Swanson Broth joins on as a fully integrated partner with a branded Quickfire challenge in-show around their “Great Stuffing Debate” holiday initiative, as well as prominent usage and placement across the series. Swanson Broth will also receive a custom clip-based vignette throughout the season, and will be aligned with on-air promotion of the season’s Foodie Flyaway sweepstakes.
Toyota returns with Sienna minivans serving as the primary transportation vehicles for the competing chef’testants as they make their way around the Big Apple for “Top Chef” challenges. Toyota is also giving away two vehicles this season – a Prius and Highlander Hybrid. BravoTV.com will create a microsite with recipes, an online poll and a custom webisode series for the Toyota Highlander, featuring advice from Top Chef All-Stars chef’testants on the best road-trip tips, snacks and destinations for families.
Boursin cheese will sponsor BravoTV.com’s “Countdown to the Premiere” and a custom 8-part weekly webisode series, All-Star Bites, starring Top Chef Season 5 winner Hosea Rosenberg. Fans will be driven to All-Star Bites via custom on-air spots, co-branded Boursin in-store POP materials, editorial promotion throughout Bravotv.com, and co-branded expandable online video ads across NBC Universal properties. As part of this partnership, Boursin will also sponsor custom SMS and MMS campaigns to Bravo’s mobile fan club and present the Bravo NOW iphone/ipad application during the All-Star Bites program.