Droga5 creative chairman David Nobay signs on to Channel Ten's new show 'Recipe to Riches'

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Thumbnail image for Nobby Dubai.jpgOne of Australia's most awarded creative directors, Droga5 Australia's 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.
Screen shot 2012-11-21 at 4.01.59 PM.jpgViewers 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).

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