Mowi takes TV sponsorship to Next Level

Salmon producer Mowi is the sponsor for a new cookery game show featuring top chef Gordon Ramsay and a group of contestants determined to show that they have the skills to impress him.

Next Level Chef airs on ITV1, STV and ITVX from tomorrow. The action all takes place in a three-storey skyscraper, made up of three unique spaces, from a state of the art penthouse kitchen to a very basic basement. The 12 wannabe star chefs will need to show their talent and ingenuity each week to avoid elimination.

Ramsay will be accompanied as host by chefs Paul Ainsworth, who is a former protégé, and Nyesha Arrington, breakout star of Next Level Chef US.

The winner will receive the £100,000 prize and a 12-month mentorship with the three chefs.

James Cowan, Head of Sales for MOWI Consumer Products, said: “Despite times being tough, MOWI continues to invest to inspire consumers and generate the desire to eat salmon. Many consumers will be cutting back on expenditure such as eating out so partnering with Next Level Chef places MOWI Scottish Salmon in consideration for a special meal at home. MOWI is perfect to create restaurant worthy meals being the best of the best of Scottish salmon, prepared for beautiful presentation and ease of cooking. We wish all the contestants the best of luck.”

Mowi’s investment follows TV and digital advertising in 2021 and 2022 which have all helped to double brand sales. Through partnering with a prime-time weeknight TV programme, MOWI hopes to grow its place as a fish brand as well as inspire a significant proportion of UK consumers to cook with Scottish salmon.

The programme is expected to be watched by at least 15 million adults over the eight episodes.

Next Level Chef airs on Wednesdays at 9pm on ITV1, ITVX and STV, starting 11 January.