Ten’s ‘Recipe to Riches’ set to launch late August featuring Droga5 creative chairman David Nobay
Droga5 Australia creative chairman David Nobay is set to co-star in Channel Ten’s new show ‘Recipe to Riches’, which launches at the end of this month, backed by Droga5 client Woolworth’s.
The show, which will be on-air over a three month period, started production in November last year, 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).
15 Comments
As your attorney, I advise you to take a hit out of the little brown bottle in my shaving kit. You won’t need much, just a tiny taste.
Hey, awesome, yet another cooking show… this time with a supermarket tie-in. This promises to be Bogan-only advertorial viewing. When will the great unwashed wake up and smell the copy?
What time of day is it on?
I believe it will work.
I hope Woollies is paying for the air time – here comes a shocker.
OMG I love Bono!
It was a great success in UK, and has a good twist from your average cooking show. The average punter keeps lapping these shows up, so the media keep making them. Wish I’d known when they were recruiting – I could have creamed it with Rob’s Secret Sicilian Pasta Sauce…
i think it is daytime tv.
who cares.
I’m not familiar with the UK Tesco model, but I do question the logic of how it works.
If the product is only stocked on the shelves for 1 week after being on the TV program, the winner isn’t really going to be decided by the quality of the product but instead by the promotion for the product.
My reasoning is that the quality of any product relies on repeat purchase. Anyone can trial purchase something (based on promotion) but the indicator of success is if they come back again. A one-week window does not allow for repeat purchase with most grocery purchase cycles being once per week (and longer in some categories that don’t have a longer shelf life at home).
It’s a gimmick to use commercial programming (er, branded entertainment) to get the Woolies name all over the screen.
The winning product is only on the shelves for a short time because there is no serious interest in promoting consumer generated product. It’s only an avenue to marketing the chain’s brand as one that ‘listens’ to its consumers, takes their interests into consideration, etc.
A metaphor and nothing more.
The irony is that in search of a solution to people with digital set top boxes skipping over the ever increasing onslaught of commercials on free to air, the ad agencies with their branded content push are now creating wall to wall commercials, thinly disguised as entertainment, very thinly.
I’m a Woolies shopaholic and an amazing cook according to my family and friends so this show interests me because it actually gives a person with real talent the opportunity to make something out of their skills unlike MKR or Master Chef whose so called ‘winners’ seem to get lost in the pipeline once the show finishes. In households all around this country there are cooks turning out delicious food every day that sadly only those on the receiving end of know about, hopefully this can change that for a few genuine lovers of fine cuisine like myself.
Woolies don’t need gimmicks to sell there products, the prices are competitive, the range is outstanding and the quality is without a doubt the best on the Supermarket scene.
HOw do you get nominated to be on the program
It sounds like a very interesting program. How are contestants nominated or invited to be on the show?
Why carnt we get the recipes that dont win..
How do we become a contestant on the show nplz