Dentsu-owned creative agency Carat UK has brokered a lucrative partnership between its client MOWI Salmon and broadcasting giant ITV.
The deal will see the seafood firm sponsor Gordon Ramsay’s new prime time series ‘Next Level Chef’, set to air its first episode on Wednesday 11 January.
Marking MOWI’s first prime time TV sponsorship, the partnership will consist of a series of idents airing during commercial breaks showcasing the brand’s range of premium Scottish salmon fillets and slices.
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“We love working with fellow Scottish business MOWI. ITV1’s Next Level Chef provides the perfect opportunity for the brand to showcase their premium Scottish Salmon to a food loving audience at scale. This partnership is a brilliant example of how our clients can benefit from dentsu’s wider network of expertise,” Carat UK client director, Michael Courtney said.
The new series will pitch 12 contestants against each other, with a £100,000 prize and a 12-month mentorship from Gordon Ramsay and other elite chefs up for grabs.
ITV director of creative and digital partnerships Bhavit Chandrani added: “We are delighted to be working with Mowi and dentsu on this epic new cooking challenge show. By associating with the show, its star Gordon Ramsay and its ambitious scale and intent, the aim is to help them take their brand to the next level.”
