Droga5 creative chairman David Nobay signs on to Channel Ten’s new show ‘Recipe to Riches’
Droga5 Australia creative chairman David Nobay has signed on to Channel Ten’s new show ‘Recipe to Riches’, which is set to launch mid 2013, backed by Droga5 client Woolworth’s.
The show, which started production last week, allows three punters each week to have their recipes turned into products which are then sold in Woolworth’s stores nationally for the week after the show goes to air, with the overall winner determined by sales results at the end of the series.
On the panel with Nobay is Carman’s Fine Foods owner Carolyn Creswell, and chef Darren Robertson. The trio will present their recommendations to Lizzy Ryley, General Manager of Woolworths supermarkets. Lizzy will make the final decision about which products have the best chance of succeeding on the supermarket giant’s shelves.
Viewers will follow contestants as they “batch up” their dishes to see if their recipe can be produced on a mass-market scale, create a brand for their product and devise strategies to launch it to the public.
Viewers will be able to vote in the most authentic way possible – at the checkout. The day after each episode goes to air, the winning product will be available on shelf in Woolworths’ 890 stores across Australia. Viewers can walk into any Woolworths supermarket, buy the product and taste it for themselves.
The FremantleMedia Australia programme is based on the successful Channel 4 UK show (which is backed by Tesco).
7 Comments
Unfortunate PR shot. Surely not Nobby-approved. Not sure about theTV concept, but the Nobster is eminently qualified in the consumable comestibles department.
Yes I also watched ‘Jimmy And The Giant Supermarket’ on SBS, good idea to directly copy.
Basically they make food items to sell in Tesco’s, if they pass the test etc they get on the shelved at Tesco’s nationwide.
So basically the same show as ‘Breaking into Tescos’ from the UK then,
people like to watch shows that work in other markets, so networks like to program them.
Then people like to buy the products that they’re spruking. It’s a good fit. Well done.
If a local madman is going to be on tele, then Nobby is a vast improvement over the alternatives at Gruen.
At least he’ll have something interesting to say about the art of marketing.
Too bad they won’t let him use the cigar.
Sounds riveting.
I want to see Nobby wear a cravat. Just once.