Unilever, Ford Among Sponsors of 'The Taste'
Unilever and Ford are among the key sponsors of ABC's new
food competition series The Taste.
ABC and the show's producers, Kinetic Content, have also
formed marketing partnerships with Williams-Sonoma, Whole Foods Market,
Southwest Airlines and Alamos.
Many of the sponsorships involve in-show integrations with
the series, which premieres Tuesday at 8 p.m. ET and features food experts Anthony
Bourdain, Nigella Lawson, Ludo Lefebvre and Brian Malarkey.
To accommodate Unilever's Hellmann's brand, which is known
as Best Foods in the western part of the country, Kinetic is producing two
versions of the show, one of which will air on ABC on the East Coast and another
on the West Coast. The food company is
sponsoring "The Blue Ribbon Challenge," which encourages viewers to play along
with the show and enter recipes using Hellmann's or Best Foods as an
ingredient. Five winners will get a chance to appear on the show.
The Unilever brands are also presenting a "Blue Ribbon
Moment" during each episode highlighting an ingredient.
The show will also feature Ford's "Warriors in Pink" breast
cancer campaign. Talent on the show will wear special aprons supporting the
campaign's message. The aprons will be on sale, with Ford donating 100% of the
net proceeds to charities.
Five Ford 2013 C-Max Hybrids will be used on the show and
the winning contestant at the end of the season will get a C-Max Hybrid as a
Williams-Sonoma will be promoting the show in its stores,
its catalog and online. Contestant will shops at Whole Market stores and wins
from Alamos will be used in an episode. Southwest Airlines provides airfare for
the contestants and is featured in the premiere episode.
"We are absolutely thrilled to have the support of such a
distinctive group of advertising partners in season one of The Taste," Chris
Coelen, founder of Kinetic Content and executive producer, said in a statement.
"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."
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.