NBCUniversal Lines Up Top Chef S23 Brand Partners

NBCUniversal has unveiled the lineup of brands it has partnered with for the upcoming 23rd season of Top Chef, which takes place in the Carolinas.

“This season’s trip to the Carolinas brings notable regional flavor, culture and standout brand storytelling,” said Kim Faver, senior VP of brand partnerships for NBCUniversal Advertising & Partnerships. “Fans come hungry for the competition, and brands leave with real audience connection and business results. It’s a powerful recipe: premium content, engaged fans and integrations that feel as authentic as they are effective, continuing to keep the series feeling new, surprising and impossible to get enough of.”

The winner of season 23 will take home a grand prize of $250,000 provided by Graza Olive Oil, a feature in Food & Wine magazine, an appearance at the annual Food & Wine Classic in Aspen, headline their own exclusive dinner at the historic James Beard House in New York and have the opportunity to present at the James Beard Restaurant and Chef Awards.

Among the new sponsors for the season are Bosch Home Appliances, Cracker Barrel, Duke’s Mayo and Graza Olive Oil. Returning brand partners are Finish Dishwasher Detergent and Additives, Josh Cellars Wine, Morton Salt, Talenti Gelato & Sorbetto and the Active Cash Credit Card from Wells Fargo.

Last season marked the number one most-viewed season of the show on Peacock ever, along with a 56 percent higher brand awareness, 39 percent higher search engagement and 29 percent more product consideration for the series’ advertisers.