ConAgra Foodsand NBCUniversal Cable Entertainmentsaid they formed an integrated marketing partnership involving two of their largest brands: Bravo's Top Chef TV program and Healthy Choice.
Officials said ConAgra will produce an exclusive line of Top Chef inspired Healthy Choice Cafe Steamers for retail distribution starting in late September. The joint promotion also includes:
• A competition-based original web series, "Top Chef Healthy Showdown," to air on BravoTV.com, which challenges former Chef'testants to bring their healthy A-game to a contest where the winner will become the "Flavor Ambassador" for the Healthy Choice brand. The web series premieres on September 14, 2011.
• Integration into the upcoming Top Chef: Texas through the series prize partnership, an elimination challenge, and as an episodic prize partner.
• Future product launches inspired by Top Chef.
"This partnership builds upon the success of both the Top Chef franchise and the Healthy Choice brand and provides a unique opportunity to connect with consumers," said Frances Berwick, President of Bravo and Style Media. "We're constantly developing ways to engage our fans and viewers beyond the television screen, and this collaboration will take Bravo to the next level while jointly elevating and strengthening both the Top Chef and Healthy Choice brands."
Carlos Veraza is ConAgra's vice president and general manager for Healthy Choice.
"Top Chef is known for inspiring consumers with great tasting meals. This line of Top Chef Inspired Cafe Steamers combines unique ingredients with our proprietary steaming technology into meals that aim to satisfy any palate," he said "We work tirelessly to inspire consumers with a variety of great tasting, better-for-you frozen entrees. Healthy Choice is proud to partner with Bravo Media to bring consumers a wide variety of meals that capture the essence of Top Chef flavor, with the healthy attributes and great taste consumers expect from Healthy Choice."