ALDI has partnered with Channel Seven as the official supermarket sponsor for the first season of Hell’s Kitchen.
Hosted by the renowned chef, Marco Pierre White, and featuring 10 celebrity cooks, the show comprises of a series of offsite and restaurant service challenges. With fresh produce and pantry items supplied by ALDI, contestants prepare their dishes with only the freshest ingredients.
Hell’s Kitchen is a professional restaurant with real customers and high expectations. Each night, when the restaurant doors open, Pierre White and his team go into battle together. Not everyone will survive. The 10 celebrity contestants will compete first in two teams and then individually until only one remains.
The winner of Hell’s Kitchen will take home $50,000 for their nominated charity.
Recipes inspired by each episode across the series will be shared on the ALDI website and Facebook page, highlighting the fresh produce and ingredients available from ALDI.
ALDI, newly represented by Zenith Media, will have the integrated Hell’s Kitchen campaign spread across TV, digital, catalogue and in-store. ALDI and Zenith Media have made great strides this year in evolving ALDI’s media strategies to encompass a wider range of partnerships, having previously collaborated with Football Federation Australia (FFA) in supporting kids’ football with the ALDI MiniRoos, while also relaunching its brand under the auspices of “Good Different” in May.
Lisa Squillace, director of program partnerships at Channel Seven said: “We are extremely excited to have ALDI as the Supermarket partner of Hell’s Kitchen, it’s a great brand fit for the program which gives us the opportunity to integrate ALDI seamlessly across the series. We have been hugely impressed with the collaborative and integrated nature of this sponsorship and are excited for the many benefits this will bring our viewers.”
Melinda Walters, group business director, Zenith Media said: “We have had an exciting start to our relationship with ALDI. Hell’s Kitchen has been an amazing opportunity for us to work closely with ALDI to bring to life the new brand positioning ‘Good Different’ within Hell’s Kitchen, the new Seven program. The seamlessness of our collaboration with Seven, ALDI’s team and all the agency partners has led to a truly integrated and customer centric campaign.”
Hell’s Kitchen launches on Sunday 6th August on Channel Seven.
Group business director: Melinda Walters
Group investment director: Maisy Richardson
Account director: Alaura Krueger
Content manager (Publicis Content): Philippa Gray
Account manager: Rochelle Harvey
Group trading manager: Christina Fan
Account executive: Chris Tudehope
Marketing director (ALDI): Mark Richardson
PR manager (ALDI): Nicole Joseph
Sponsorship manager (Seven Network): Chris Fifer
Activation specialist (Seven Partnerships): Belinda Brown
Digital solutions specialist (Seven Network): Amanda Soliman
Digital manager: Leanne Nguyen