Bravo Signs Largest Marketing Partnership In 30 Year History
Bravo is set to launch its largest integrated marketing partnership in its 30 year history. The NBCUniversal-owned network, which brings you hits like Millionaire Matchmaker and Real Housewives, is partnering with Conagra's Healthy Choice brands to launch a new partnership around the hit show, Top Chef, which will be largest integrated marketing partnership in both companies' respective histories.
Bravo and Conagra will introduce an exclusive line of dishes that combine Top Chef's culinary expertise with the steaming technology of the Healthy Choice Cafe Steamers entrees. These entrees will be available in major grocery retailers beginning in late September.
The partnership will also include a competition-based original web series, Top Chef Healthy Showdown, to air on BravoTV.com, where the winner will become the "Flavor Ambassador" for the Healthy Choice brand. Healthy Choice will also integrate the brand in the upcoming Top Chef series prize partner, by sponsoring an elimination challenge, and as an episodic prize partner.
"This partnership builds upon the success of both the Top Chef franchise and the Healthy Choice brand and provides a unique opportunity to connect with consumers," said Frances Berwick, President Bravo and Style Media. "We're constantly developing ways to engage our fans and viewers beyond the television screen, and this collaboration will take Bravo to the next level while jointly elevating and strengthening both the Top Chef and Healthy Choice brands."
"Bravo is always looking for ways to constantly innovate, furthering the proliferation of the brand while bringing value to our viewers and advertising partners," said Jennifer Turner, Vice President, Licensing & Strategic Partnerships, Bravo Media. "The Healthy Choice partnership is a great example of leveraging all parts of the network to partner with an advertiser to jointly bring quality products to market."
The agreement also provides for future product launches inspired by Top Chef, which began airing in 2006.
"Top Chef is known for inspiring consumers with great tasting meals. This line of Top Chef Inspired Cafe Steamers combines unique ingredients with our proprietary steaming technology into meals that aim to satisfy any palate," said Carlos Veraza, Vice President & General Manager, Healthy Choice. "We work tirelessly to inspire consumers with a variety of great tasting, better-for-you frozen entrees. Healthy Choice is proud to partner with Bravo Media to bring consumers a wide variety of meals that capture the essence of Top Chef flavor, with the healthy attributes and great taste consumers expect from Healthy Choice."