Emirates bid for culinary glory

AIRPLANE FOOD and Michelin-starred chefs aren’t generally mentioned in the same breath, but Dubai airline Emirates is making a bid to get its brand into exalted culinary company.

The airline has signed up as the sole sponsor of the second series of RTÉ’s MasterChef Ireland.

In one episode of the 12-part series, contestants will be challenged to prepare a meal suitable for Emirates first-class passengers with produce that can be stored, cooked and served at altitude.

Emirates president Tim Clark flew into Dublin last weekend to film his part in the episode where, alongside seven Michelin-starred Irish chefs, he and Emirates vice-president of aircraft catering Robin Padgett will judge the efforts of the four remaining finalists.

A spokeswoman for Emirates says the airline has sponsorship offers landing on its desk each week, but that it has plumped for MasterChef because the airline “really takes pride” in its on-board cuisine – the airline serves 26 tonnes of lobster in its cabins every year.

Emirates, which launched its Irish routes in January, was specifically targeted by RTÉ for the deal. The broadcaster had reportedly sought in the region of €1 million for sponsorship of the first series, but failed to find a taker. It is understood to have sought a more modest figure this year.

The second series also brought a change in approach by RTÉ, which sold the sponsorship on an ancillary rights basis. MasterChef Ireland will be added to Emirates’ inflight entertainment systems on routes out of Dublin, while Emirates was offered the chance to integrate its brand into the show.

For MasterChef’s third series, it plans to film an episode in one of Emirates destination cities. The deal also includes online pre-roll, mid-roll and banner advertising, as well as the usual ad break stings.

“MasterChef is a particularly important programme for RTÉ Two, so we treat it with the same importance on the commercial side,” says RTÉ cross media manager Dermot Rigley, who says the deal provides “a great template” for how the broadcaster negotiates sponsorships in future.

Aidan Greene, managing director of MediaVest Ireland, the media buyers which acted on behalf of Emirates, says the lifestyle cookery show – the Irish version of a BBC format – attracted “a bit of interest” from clients this time around.

“People had seen that it had proved to be a quality product and a consistent ratings winner,” he says.

Ratings for MasterChef’s first series on RTÉ Two averaged above 250,000 viewers an episode.

The new series, which will once again be hosted by restaurateur Nick Munier and chef Dylan McGrath, will be broadcast from October. Sixteen amateur chefs will be whittled down to one winner, who will take home €25,000 worth of dinner party kudos.