MOWI Salmon sponsors epic new ITV Gordon Ramsay cooking contest Next Level Chef
MOWI Salmon is the proud sponsor of new ITV1 and ITVX cooking contest Next Level Chef – coming to the UK for the first time this year. This investment follows TV and digital advertising in 2021 and 2022 which have all helped to double brand sales. Through partnering with a prime-time weeknight TV programme, MOWI is investing to grow its place as a fish brand as well as inspire a significant proportion of UK consumers to cook with Scottish salmon.
Starting on 11th January, Gordon Ramsay fronts the epic one-of-a-kind culinary gauntlet. The action all takes place on a three-storey skyscraper, made up of three unique kitchen spaces, and sees 12 contestants show their talent and ingenuity each week to avoid elimination.
The programme is forecasted to be watched by at least 15 million adults over the eight episodes.
James Cowan, Head of Sales for MOWI Consumer Products, said: “Despite times being tough, MOWI continues to invest to inspire consumers and generate the desire to eat salmon. Many consumers will be cutting back on expenditure such as eating out so partnering with Next Level Chef places MOWI Scottish Salmon in consideration for a special meal at home. MOWI is perfect to create restaurant worthy meals being the best of the best of Scottish salmon, prepared for beautiful presentation and ease of cooking. We wish all the contestants the best of luck.”
About the show:
In a ground-breaking formula, the contestants are a mix of talented home cooks, social media stars and professional chefs – each battling to work with the best ingredients and fighting to cook in the luxury top level kitchen each week – all in the hope of winning a huge £100,000 prize.
They have seconds to grab ingredients and just minutes to think up recipes and cook on the spot – all tough going if they’re in the basement kitchen with the worst equipment and ‘left over’ ingredients.
The winner will not only receive the £100,000 prize but they will get a 12-month mentorship split between Ramsay and fellow mentors Paul Ainsworth and Nyesha Arrington.
Gordon Ramsay said about the programme: Next Level Chef is off the chart Next Level everything! A culinary competition that is epic on every level. From the size of the enormous structure to every challenge, every moment of jeopardy is huge. Talent and tenacity really do shine through, and someone will walk away with an equally Next Level prize.
Tune in to Next Level Chef on Wednesdays at 9pm on ITV1 or STV.
For more information about MOWI, please visit: www.mowisalmon.co.uk