THE TASTE Partners with Hellmann's, Whole Foods, & More For First Season
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September 23, 2016
ABC Television Network and Series Producer Kinetic Content Launch Integrated ABC's new cooking competition series, "The Taste," produced by Kinetic Content, has created multi-platform integration partnerships with several of the nation's leading advertisers, it was announced today. Premiering with a special two-hour episode on TUESDAY, JANUARY 22 at 8:00 p.m., ET, the series features four of the most acclaimed masters in the food world -- Anthony Bourdain, Nigella Lawson, Ludo Lefebvre and Brian Malarkey -- who will act as "taste" mentors to 16 contestants made up of professional chefs and home cooks. At the end of each episode, the mentors will have to judge the competitors' dishes blind, with no knowledge of whose creation they're sampling, what they're eating, how it was prepared or whom they could be sending home.
ABC Television Network's integrated partnership with Hellmann's/Best Foods and Ford, along with Kinetic Content tradeout partners Williams-Sonoma, Whole Foods Market, Alamos and Southwest Airlines, were all looking for a creative way to engage with consumers across multiple platforms including, digital, online and social media throughout the season.
"We are absolutely thrilled to have the support of such a distinctive group of advertising partners in Season One of 'The Taste,'" said Chris Coelen, founder of Kinetic Content and executive producer. "We believe our new series is a terrific platform for each of these brands to reach their marketing objectives with seamless integrations that will be experienced by our very passionate viewers, who love all things food."
Hellmann's, known as Best Foods west of the Rockies, is sponsoring the "The Blue Ribbon Challenge," a real-time competition where five separate winners will have the opportunity to appear on the series. Chef/restaurateur Brian Malarkey will deliver a call-to-action message in the first three episodes, encouraging viewers to play along at home and enter their own recipe using Hellmann's/Best Foods as an ingredient. The winners will then be chosen by the Unilever Test Kitchen judges.
Hellmann's/Best Foods also will present a "Blue Ribbon Moment" during each installment, highlighting the use of a particular ingredient or technique by a contestant to take their dish "from good to the best." In a completely unique model, Kinetic Content is delivering two separate editions of the show to the ABC Television Network to support this integration - the East Coast version will feature Hellmann's products, while the West Coast installment will put the spotlight on Best Foods. Additionally, Hellmann's/Best Foods is providing $100,000 as the cash prize to the winner.
To support the fight against breast cancer, the show will feature Ford's "Warriors in Pink" campaign in which talent will wear specially-designed aprons (featuring messages of hope, strength and unity). The aprons will be available for sale to the public, and Ford will donate 100% of the net proceeds to the cause, with donations going to charities that offer a wide-range of support (visit www.FordCares.com for more information). Ford is taking part in an interactive online viewer sweepstakes offering one grand prize winner the chance to win a one-on-one cooking session with one of the mentors. In addition, Ford has provided five 2013 Ford C-Max Hybrids to be incorporated into one of the episodes. And finally, the Season One winner of "The Taste" will be handed the keys to the all-new 2013 Ford C-Max Hybrid.
Williams-Sonoma stores nationwide have offered in-store promotables such as point of purchase customer handouts, cook-top signage and a back cover placement in their popular annual catalog, distributed to more than 50 million homes. Digital offerings include monthly emails to their current customers, and prominent website placement which includes direct links, talent Q&As, banner ads and social media posts. In addition, all 260 Williams-Sonoma stores are offering a 45-minute cooking technique class for up to 30 people on February 10, where customers can "act as a contestant" in the store to gain valuable cooking techniques, learn new recipes, have a taste and then shop.
The Whole Foods Market franchise is the exclusive destination where contestants shop for ingredients in a nearby store location. Their social media campaign includes posts on the official Whole Foods Market blog, titled "Whole Story," episode teasers sent to current customers before and after the integration episodes, and tune-in information posted on the Whole Foods Market Facebook page and Twitter handle.
The Alamos Wines segment appears in episode four, titled "Daring Pairings," where dishes are paired with one of their most popular red wines, the Alamos Malbec.
Southwest Airlines provided airfare for all the contestants and is featured in the premiere episode.
Santa Monica-based Kinetic Content focuses on creating and producing multiplatform, multigenre content for the global market. Kinetic is run by founding CEO Chris Coelen ("Wife Swap," "Don't Forget the Lyrics," "Secret Millionaire"), backed by Red Arrow Entertainment, the content division of European broadcasting powerhouse ProSiebenSat.1 Media Group, and boasts exclusive programming ventures with UK broadcasters Channel 4 and STV. Just two years old, Kinetic's slate includes "The Taste" for ABC, "Betty White's Off Their Rockers" for NBC and "Perez Hilton All Access" for CW, in addition to numerous cable series.