Global content studio Banijay Entertainment has unveiled MasterChef Creators, a digital-first extension of its format powerhouse MasterChef, to be launched in Brazil.
MasterChef Creators is a new production from Endemol Shine Brasil, in partnership with video sharing platform YouTube. Echoing Banijay Entertainment’s wider growth in branded entertainment and its efforts to bridge the gap between creators and creatives, the new franchise extension is supported by LATAM Airlines. Comprising three episodes, it will air weekly from 6 May on the MasterChef BrasilYouTube channel.
A digital warm-up for the show’s upcoming linear season, the series builds on MasterChef Brasil’s significant online presence. It will unite six of the country’s top food influencers to recreate iconic dishes in the famous kitchen. Under the supervision of judges Helena Rizzo, Henrique Fogaça, and Erick Jacquin, with hosts Fih and Edu (Diva Depressãochannel), the winner will receive a grand prize of R$200,000 (around US$33,000).
Mare Leal, director of branded content, Endemol Shine Brasil, said: “Creating this special edition with a 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.”
Esly Paiva, Google’s head of content projects, added: “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 hosts and contestants in MasterChef Creators, we strengthen their connection with fan communities and the show’s followers. Additionally, we celebrate the trend of YouTube content consumption on connected TVs, by leveraging a classic TV format.”
Represented internationally by Banijay Entertainment, MasterChef was created by Franc Roddam and has been commissioned in more than 70 markets, with over 700 seasons aired around the world. To-date, MasterChef Brasil has run for 11 successful series on Band, and has enjoyed a number of successful spin-offs including last year’s newest iteration, MasterChef: Dessert Masters. It has also garnered an impressive social media community, attracting more than 25 million people to MasterChef Brasil digital content, with over 668,000 online mentions and over 7 billion organic impressions.
