Nothing mobilizes people more in pursuit of their dreams than passion for what they do. This will be the motto of the campaign that will promote the new edition of MasterChef Brazil, shown in 17 episodes from the 17th, at 10:30 pm, on the Band screen. Thirteen brands have already signed sponsorship for the attraction: Britânia, Cacau Show, Delícia, Diageo and Seara with Master quotas; Eisenbahn, NotCo, Outback, Oxford, Royal Prestige and Selmi (Renata) in Chef quotas; Brastemp with the Top of 5 Seconds and Xantinon with participation quota. “All partner companies understand that the MasterChef is extremely relevant content that adds value by dictating trends.
In the wake of Wando’s classic “Fogo e Paixão”, the advertising campaign, created by House da Band, bet on a lot of emotion to mobilize the cast, the participants, the market and the public. “All of us are, in essence, the mixture of our passions. We want to convey the message that this feeling is the main fuel for people to realize their dreams. That is, to win the MasterChef you have to be very good in the kitchen, but nothing will be possible without a lot of passion involved”, says Rodolfo Schneider, national content director at Band.
The renowned trio of judges will once again be composed of Helena Rizzo, Erick Jacquin and Henrique Fogaça, chefs who are a reference in the best of Brazilian cuisine. “They will test candidates to the maximum, from the simplest dishes, regional foods, classic dishes, more modern techniques and confectionery”, says Marisa Mestiço, director of the program.
The song immortalized by the late Wando aims to broaden the reach of the campaign to the general public in a good-natured way. A special clip was edited, as well as several calls with the participation of the cast to social networks. The chefs will star in advertisements showing their other passions besides cooking pots: Henrique Fogaça for rock music and tattoos; Helena Rizzo for the arts; and Erick Jacquin for fashion.
The creative team, led by Sergio Moreno, includes Thiago Petrin and Gustavo Vaz Guimarães, production direction by Fernanda Ortiz and photography by Renato Pizzutto. The marketing direction is by Viviane Groisman. The digital strategy belongs to Band, Vibra and Endemol.
Presented by Ana Paula Padrão, the MasterChef will bet on returning to its origins and on the qualities of the format, considered the greatest talent show of gastronomy in the world. The season resumes the grandiose exteriors, bringing emblematic events such as the Mystery Box and the famous MasterChef Auction. The 16 participants will be tested to the limit to always deliver the best dish in the dispute for R$ 300 thousand and the extra prizes that will be offered by the sponsors. The competitors, from practically all regions of Brazil, also bring diversity in their age groups between 20 and 50 years old. “The level of amateur cooks is very good and nobody came to make friends. Competition will be fiercer than ever, with new dynamics, but without losing the original essence of MasterChef”, says Marisa Mestiço, director of the program.
Several tributes to Brazilian gastronomy, thematic tastings by the judges and the participation of national and international chefs as guests are planned. Participants will have to keep their heads in place to face so many challenges and not get lost in the race time that doesn’t stop.
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