"MasterChef Creators Edition"
Banijay Entertainment, the global content powerhouse, has confirmed the launch of "MasterChef Creators," a new production by Endemol Shine Brasil in partnership with YouTube. Supporting Banijay Entertainment’s broader expansion into branded entertainment and its mission to bridge the gap between creators and creatives, the project is also backed by LATAM Airlines. The three-episode series will premiere weekly starting May 6 on the "MasterChef Brasil" YouTube channel.
Serving as a digital warm-up ahead of the show’s upcoming linear season, the series capitalizes on the strong online presence of "MasterChef Brasil." It brings together six of Brazil’s leading food influencers as they attempt to recreate iconic dishes in the franchise’s famous kitchen. The competition will be judged by "MasterChef Brasil" veterans Helena Rizzo, Henrique Fogaça, and Erick Jacquin, with popular hosts Fih and Edu from the Diva Depressão channel. The winner will receive a grand prize of R$200,000.
Mare Leal, Director of Branded Content at Endemol Shine Brasil, highlighted that the format’s relevance expands the potential of digital business opportunities: “The success of this format online, with millions of views and interactions, helps 'MasterChef Brasil' expand its business opportunities. Creating this special edition with a major partner like YouTube further strengthens our brand’s journey. Moreover, it is an opportunity for brands to connect with the creators’ audiences and the engaged community of show fans, which in this edition includes support from LATAM Airlines," commented.
Esly Paiva, Google’s Head of Content Projects, embraces the challenge of bringing a classic TV show to life through YouTube on connected TVs: “The partnership between YouTube and Endemol Shine Brasil stems from our Brand Solutions division’s ongoing mission to translate trends and create relevant initiatives for brands and audiences. By featuring creators as both hosts and contestants in 'MasterChef Creators,' we strengthen their connection with fan communities and the show’s followers. Additionally, we celebrate the growing trend of YouTube content consumption on connected TVs by leveraging a classic television format. This project gains further strength with LATAM Airlines as a sponsor, recognising the value of the initiative and authentically connecting with the show’s concept, as we will see throughout the episodes," stated.
"MasterChef" is a multi-award-winning cooking competition format that has transformed lives for decades. Represented internationally by Banijay Entertainment, the format was created by Franc Roddam and has been commissioned in more than 70 markets, with over 700 seasons produced globally. In Brazil, "MasterChef Brasil" has aired 11 successful seasons on Band, along with several spin-offs, including last year’s "MasterChef: Dessert Masters." The franchise has also built a massive digital following, attracting over 25 million fans to its online content, with more than 668,000 mentions and over 7 billion organic impressions to date.
Endemol Shine Brasil is also behind many of the region’s top unscripted and scripted titles, including "The Wall" (Globo, Telefe, Chilevisión, Canal 10, Caracol Televisión), "All Together Now" (Record TV, Caracol Televisión), "Deal or No Deal" (SBT), "Family Food Fight" (SBT, Amazon Prime), "The Four" (Record TV), and "Dancing With The Stars" (Record TV).
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