Cooking: On your TV, in your kitchen and now in your mall

The smell of cooking show overload has been gently wafting through television screens for some time now. There’s Master Chef UK, My Kitchen Rules, and tonight sees the the debut of TV3’s Under the Grill starring Australian celebrity chef Sean Connolly. Later this month TVNZ is also debuting its Chef On a Mission show with Simon Gault. If you have a particular penchant for the genre, you’d barely be left with enough time to do any cooking of your own were you to watch them all. But if Westfield has anything to do with it, you’ll at least be tempted to leave the house and see Simon Gault in real human form as part of his latest roadshow called A Master Chef at Work, all part of Westfield’s BrandSpace brand partnerships scheme.

Throughout the month of August Westfield visitors can watch Gault at work as he makes some of his favourite dishes in a show he’s dubbed as, wait for it, “pure entertastement”.

Westfield says the tour is an example of how effective its brand partnerships initiative can be, giving companies the chance to promote their brands by working strategically to leverage marketing activity at shopping centres. As an example, the Simon Gault roadshow features sponsorship from the likes of Kenwood and Rangitikei Corn Fed Free Range Chicken. Both have their brand prominently displayed at each event and both have also received endorsement from Gault himself.

“Whilst events such as Simon’s tour are not new for Westfield, they add an enhanced experience for visitors to our centres and continue to provide excellent brand exposure opportunities for our partners,” says Westfield BrandSpace’s Richelle Scott.





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