MasterChef, Fox's Highest-Rated Summer Series, Is Launching Pop-Ups and Culinary Experiences

The show is expanding its billion-dollar brand

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

If you’ve ever wanted to rub shoulders and trade recipes with the ambitious home cooks on MasterChef, your opportunity is near.

The hit Fox series, launching its 10th season on Wednesday, will send its contestants around the country for exclusive dinners, food tours and cooking classes as part of an alliance with Eatwith, which specializes in one-of-a-kind culinary experiences. Pop-up events are also scheduled for New York and San Francisco.

The deal taps further into the experiential trend that’s taking beloved entertainment properties from television and translating them into fan-centric activities in real life, a la the recent DragCon in Los Angeles. 

MasterChef, a billion-dollar brand with hot-selling cookbooks and scores of other licensed products, has already waded into this territory with themed cruises on Holland America for the flagship series.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in