Southwest Airlines, Caesars Entertainment, and Vitamix are among the brand partners helping to fire up the marketing for the news season of Hell’s Kitchen, Fox announced Tuesday.

The thirteenth season of Fox’s Gordon Ramsay-hosted cooking competition will also integrate several brands into the challenges themselves, including Zwilling J.A. Henckels (knives), Chef Revival (chef coats and pants), and Treasury Wine Estates (wine).

Omaha Steaks is set to sponsor an on-air contestant challenge, as well as a viewer sweepstakes aimed at finding the best steak recipe in America.

“Each season we strive to align with the best partners that can enhance the value of Hell’s Kitchen and the experience for our contestants,” said Orly Adelson, president of the show’s producer, ITV Studios America. “Recognizing the seamless integration opportunities, companies have chosen to highlight their brands on Hell’s Kitchen and this season is no different.”

The new season premieres Wednesday, Sept. 10, with a two-hour special from 8pm-10pm ET. Hell’s Kitchen pits 18 chefs from around the country in a series of team challenges and dinner services to win a $250,000 grand prize and a position as head chef at a Gordon Ramsay restaurant.

Hell’s Kitchen is providing Fox with an additional marketing hook this time around, because the thirteenth season will feature the 200th episode of the series.

Celebrity guests that have already been announced include Aerosmith rocker Steven Tyler, talk show host Wendy Williams, So You Think You Can Dance hosts Mary Murphy and Nigel Lythgoe, and comedian Jim Jeffries.

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