Fiskars’ Kitchen Devils knife brand is launching the The Kitchen Crumpet Awards to encourage the public to go online, vote for their favourite chef and to win.
The awards will celebrate the nation’s love affair with food and, in particular, people’s attraction to celebrity chefs and television foodies.
The campaign is focused on a website where consumers can vote, interact and share gossip about their favourite chef. The winning chef will be crowned early next spring, and one voter will win a meal for four in a leading restaurant.
Kitchen Devils also hopes that the awards will discover new faces within the food world, though big names such as Gordon Ramsay and Nigella Lawson are expected to attract the strongest following.
The company is supporting the awards with special point-of-sale material and on-pack messaging plus a PR campaign.