Healthy Choice, Bravo Launch Integrated Marketing Partnership
In the largest integrated marketing partnership in their respective histories, ConAgra Foods Inc. brand Healthy Choice and Bravo have teamed up to introduce an exclusive line of dishes that combine the excitement of the cable network’s hit “Top Chef” program with the innovative steaming technology of the Healthy Choice Cafe Steamers frozen entrees. Hitting grocery stores late this month, Top Chef Inspired Cafe Steamers feature such flavorful, on-trend ingredients as roasted garlic, asparagus and grilled eggplant.
In addition to the new product line, the partnership includes:
- A competition-based original Web series, “Top Chef Healthy Showdown,” to air on BravoTV.com, which invites former “Top Chef” contestants to compete to become the "Flavor Ambassador" for Healthy Choice.
- Integration into the upcoming “Top Chef: Texas” episodes through the series prize partnership and 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,” noted Frances Berwick, president of Bravo and Style Media, which are program services of NBCUniversal Cable Entertainment, a division of New York-based NBCUniversal. “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."
“Bravo is always looking for ways to constantly innovate, furthering the proliferation of the brand while bringing value to our viewers and advertising partners,” added Jennifer Turner, Bravo Media VP, licensing and strategic partnerships. “The Healthy Choice partnership is a great example of leveraging all parts of the network to partner with an advertiser to jointly bring quality products to market.”
“This line of Top Chef Inspired Cafe Steamers combines unique ingredients with our proprietary steaming technology into meals that aim to satisfy any palate,” said Carlos Veraza, VP and general manager, Healthy Choice at Omaha, Neb.-based ConAgra. “We work tirelessly to inspire consumers with a variety of great-tasting, better-for-you frozen entrees.”