Meyer Group has announced that its Prestige brand is the main sponsor of a new primetime ITV cookery programme.
‘The Secret Chef’, which launches in early 2017, is described by Studio Lambert – the independent television production company behind it – as an ‘entertaining transformational series’.
In each episode, someone with no culinary skills is given just five weeks to learn to cook a grand restaurant meal.
The novices are taught in secret by professional chefs, who reveal the tricks of the trade at their restaurants.
Each show concludes with the chefs helping their protégés to prepare a gourmet meal for some very special guests.
The family and friends of the amateurs are invited to the restaurant at the end of the show – and have no idea that the food they are about to eat has been prepared and cooked by someone who previously struggled to boil an egg.
Each ‘Secret Chef’ is motivated by a desire to express their appreciation and gratitude to their loved ones, by pulling off this very challenging task. In the process, they turn from kitchen zeros to family heroes.
As the main sponsor of the series, Prestige will have bespoke sponsorship idents at the start and end of each advertising break, giving multiple opportunities for Prestige to communicate with the viewing audience. Prestige will also underpin this with a digital campaign.
Meyer Group managing director Paul Wright commented: “This is a huge coup for Prestige and highlights our commitment for the brand in 2017, by communicating across all mediums to our core target consumers.”
Prestige will be back on TV in a traditional advertising format in late Spring.
Pictured is Prestige Dura Plus Forged cookware