Franchising, retail, business
03/08/2018 - Discount grocer Aldi Australia has announced its new sponsorship deal with Hell’s Kitchen.
“Aldi is delighted to be partnering with Channel 7 as the official supermarket
sponsor for the first season of Hell’s Kitchen. Marco Pierre White and his Hell’s Kitchen restaurant is the perfect partnership to showcase our range of fresh produce, meat, seafood and pantry items,” said Aldi Australia spokesperson to Inside FMCG.
The recipes from Hell’s Kitchen will be shared on the Aldi website and Facebook page. All fresh food items will be locally sourced and are planned to be used each night, according to the German discount grocer. The winner of Hell’s Kitchen will take home $50,000 for their nominated charity.
Aldi also aims to educate the TV viewers on “their fresh produce offering and demonstrate to restaurant goers that you don’t need to spend a fortune to enjoy high quality products at permanently low prices every day.”
“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 not just to our guests but our viewers,” said Lisa Squillace, director of Program Partnerships at Channel 7.
White was a former guest judge on the popular TV cooking show, the MasterChef, which was partnered with its supermarket rival Coles for 9 years. Aldi’s new deal came after its sponsorship of the Nine Network renovation show, The Block, in 2015, according to AAP.
“We were thrilled to [also] announced a partnership with the Football Federation of Australia to
support the MiniRoos, Australia’s biggest junior football program for kids. Aldi is also
proud to be an official partner and the official supermarket of the Westfield W-League,” Aldi Australia spokesperson told Inside FMCG.
According to AAP, Aldi said it had almost 10 per cent of Australia’s $80 billion plus supermarket sector last May. During the past 12 months, the grocery has also increased its range by about 100 new products, wherein they spent more than $75 million on decreasing the grocery prices during the first few months of 2017.
Hell’s Kitchen will air on Sunday, 6 August on Channel Seven.
Remedios Lucio
Fonte:https://insidefmcg.com.au/2017/08/03/aldi-enters-tv-cooking-shows-battleground/#daily
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