Fox and celebrity chef Gordon Ramsay want to take a bigger bite of the digital advertising business.
The broadcast network and Ramsay’s Studio Ramsay Global are teaming up to launch a digital food and entertainment brand called “Bite.” The new venture will include original digital content, live events, consumer products and other food-based offerings.
The content, which will live on the Bite Digital Network, will include a digital spinoff of Next Level Chef called Next Level Kitchen; a culinary competition series called Idiot Sandwich; and a Bite Digital Originals banner that will highlight up and coming culinary talent.
The plan is to also add a library of Ramsay’s recipes, making them more accessible than ever before.
Bite is also a digital advertising play, with Fox touting “unrivaled access to this diverse community of food entertainment fans and creators through a broad array of brand-safe, immersive and authentic media and sponsorship packages, product placements, brand integrations, shoppable content, bespoke entertainment partnerships, content and brand licenses, and co-branded marketing and promotional opportunities.”
HexClad, which already has Ramsay as a spokesperson for its high-end cookware, is the inaugural brand partner for Bite.
Ramsay, of course, has worked with Fox for decades, hosting shows like Hell’s Kitchen, Kitchen Nightmares, MasterChef, and Next Level Chef. Ramsay and Fox inked a big new overall deal in 2021, a deal that saw the formation of Studio Ramsay Global
“Bite is an innovative fusion of my nearly 20-year collaboration with Fox, blending all the experiences, excitement, competition and personality we’ve created together under this original, singular food and lifestyle venture,” said Ramsay in a statement. “This new brand will cater to every flavor of food fan with an enticing array of original series, compelling food stories and endless digital content that audiences everywhere will eat up!”
“To food fans around the world, the Bite kitchen is open,” added Rob Wade, CEO of Fox Entertainment, “and with Gordon and his team at Studio Ramsay Global pulling together all the right ingredients, there’s simply no one better to serve up this vibrant, authentic feast of food-themed entertainment and experiences. As the world’s most dynamic, comprehensive one-stop culinary destination, we’re certain audiences will enjoy discovering and savoring every Bite.”
