Greatest Chef China

Brandend Content

The opportunity

The experience resulted from years of collaboration with some of the leading media companies of the Republic of China has offered us the opportunity to promote the excellences of “Made in Italy” within interesting, involving and moving content specially customised to meet the local consumers’ taste.

The solution

Together with LIC-China, one of the main Chinese production companies, Extra develops and produces an original and unique multiplatform Branded Content format: Greatest Chef China – Italy Edition, a television programme celebrating the eno-gastronomical encounter between the Italian and Chinese cultures. Greatest Chef China airs on the national Chinese network CCTV-2 and is available on dedicated websites online.

An innovative format conveying the story of Italian excellences on all TV and DIGITAL platforms across China.

The result

The 2013 & 2014 editions have recorded an ever increasing average TV audience spanning from 25 to 30 million viewers per episode, 24 million unique contacts online (CTR) and over 500.000 information inquiries on Italian products promoted within the format through various branded content types.

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