Mowi has announced it is the sponsor of new ITV1 and ITVX cooking contest Next Level Chef, coming to the UK for the first time in the new year.
The salmon brand has invested in the TV show to grow its place as a fish brand and inspire UK consumers to cook with Scottish salmon.
“Many consumers will be cutting back on expenditure such as eating out so partnering with Next Level Chef places Mowi Scottish Salmon in consideration for a special meal at home,” said James Cowan, head of sales for Mowi consumer products.
This follows investment in TV and digital advertising in 2021 and 2022, which had helped double the brand’s sales, Mowi said.
Cowan added: “Despite times being tough, Mowi continues to invest to inspire consumers and generate the desire to eat salmon.”
Starting on 11 January, Gordon Ramsay fronts the TV show, in which home cooks, social media stars and professional chefs fight to win a £100,000 prize and 12-month mentorship with Ramsay and fellow mentors Paul Ainsworth and Nyesha Arrington.
The show takes place on a three-storey skyscraper made up of three unique kitchen spaces. Twelve contestants will battle each week to avoid elimination.
“From the size of the enormous structure to every challenge, every moment of jeopardy is huge,” said Ramsay. “Talent and tenacity really do shine through, and someone will walk away with an equally Next Level prize.”
The brand could not disclose the sponsorship price. However, the ITV1 guide price for the sponsorship is £1.3m.
No comments yet