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'Top Chef' Sponsors: Bleach, SUVs, Cell Phones and Beer

Broadcasting & Cable - New York, NY, USA - Bravo unveiled their big sponsors for the new season of Top Chef, set to debut March 12, and there are some interesting choices. On Top Chef, more so than on other programs, sponsors are integrated into the show itself, usually in the form of challenges, or forcing the chef to use their appliances, etc…

Knowing that made me a bit queasy when I saw that this year they included Clorox, Toyota and Verizon, as well as Michelob (the only one that seems a natural fit, even though their beer is, how can I put it, sub-par).

How, after all, can you fit bleach into a cooking show? Have a segment featuring the chef’s cleaning up after themselves? That would be riveting.

In fact, it turns out the Clorox Company owns Kingsford (charcoal), Hidden Valley (Ranch Dressing) and KC Masterpiece (BBQ sauce), so expect those brands to be making a number of appearances on the upcoming season.

In addition, Clorox is launching a Web site,, which will feature exclusive Top Chef Web content, and will include Top Chef branding on its supermarket packaging, so you can use Hidden Valley salad dressing, just like the people on TV!!!

Toyota will provide Highlanders (big SUVs) to drive the contestants around Chicago, because apparently when traveling in the city large trucks are preferable to eco-friendly rides. However, the winner of this season will get… a Toyota Corolla, possibly the cheapest car ever given away on a reality show.
Source : Originally Published Broadcasting & Cable - New York, NY, USA, Mar 5, 2008

Categories : Top Chef, Celebrity Marketing News
Posted 3/5/2008 12:03:26 AM | Permalink
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