Scripps Networks UK & EMEA, the developer and producer of lifestyle programming, today announces in partnership with Kenwood, the launch of Kitchen Superheroes, an entertainment and lifestyle television series with cross-platform integration. A first for both companies, the twelve month deal will see the two working together to create a range of engaging, high quality content.
Produced by Sweet TV and sponsored by Kenwood, Kitchen Superheroes will premiere on Food Network in the UK from 17 November 2014. The 6×30’ original series is currently in production and features integrated product placement along with sponsorship bumpers created specifically for Kenwood by Food Network. Following the UK launch, Kitchen Superheroes will debut from March 2015 across EMEA.
Presented by some of Food Network’s most popular talent, Rosemary Shrager, Lisa Faulkner and Matt Tebbutt, the series will see six hapless home cooks being mentored by the crack hit squad of cookery gurus known as the Kitchen Superheroes. The presenters will offer these aspiring wannabe chefs the skills they’re desperately lacking so that, for the first time ever, they can wow their loved ones with delicious and impressive culinary delights.
The deal also spans digital and will include a rich offering of online content. The long form episodes will be available to watch via Food Network’s website (foodnetwork.co.uk) on the catch up service and via the mobile app, which will both launch in November. Additional online content offerings include short form video such as episode highlights and participant auditions, as well as five recipe demonstrations presented by Matt Tebbutt, all featuring Kenwood products and messaging. These will be available via the website, Food Network’s YouTube channel, Rightster portal and AOL ON. Chef biographies, competitions, tips and recipes will also be available on foodnetwork.co.uk.
Additionally, dual branded, in-store event marketing activity as an extension of the series is set to take place in the spring entitled Kitchen Superheroes Live where Matt Tebbutt will select members of the public at random providing them with a culinary crash course.
“This new partnership marks a significant step for Scripps Networks UK & EMEA as we look to continue to innovate around creating high quality entertainment and lifestyle content for our audiences,” said Jon Sichel, Managing Director, Scripps Networks UK & EMEA. “Collaborating with Kenwood on this creative cross platform partnership not only allows Kenwood the ability to reach a highly engaged audience across multiple channels, but it also means our viewers throughout the region will enjoy fantastic new quality programming, informative and engaging digital content and unique off-air events that feature favourite Food Network personalities.”
Neal Jones, UK Country Manager, Kenwood said: “We’re delighted to be involved in the show. We’re passionate about helping cooks of all levels to create great tasting food, from novices through to professionals. Kitchen Superheroes on Food Network perfectly aligns with other grassroots cookery campaigns that we are running, where we help aspiring, yet unskilled, cooks improve their culinary fortunes. We really hope viewers will be inspired by the content, and realise that anyone can cook if they put their mind to it.”
Kitchen Superheroes is the latest in a range of original commissions to be announced by Scripps Networks UK & EMEA, as it further invests in high-quality, original content. Nick Thorogood, Senior Vice President of Content and Marketing, Scripps Networks UK & EMEA and Kate Bradshaw, Vice President of Digital, Scripps Networks UK & EMEA commissioned Kitchen Superheroes whilst Annabel McQueen, Head of Digital Revenue, Scripps Networks UK & EMEA leads on the partnership for Scripps.