For the second year running, Kenwood is running its Disaster Chef competition: a nationwide contest to find the nation’s most useless cooks and transform their culinary skills.
The most improved cook will be crowned Kenwood Chef 2013 and will walk away with a host of prizes worth £4,000.
The campaign is being spearheaded and co-judged by Liz McClarnon, who was the 2008 Celebrity MasterChef winner, and is known worldwide as one-third of girl group Atomic Kitten.
The push is supported by a six figure marketing spend including PR, advertorials in target women’s magazines, digital direct mailing and a dedicated microsite, accessed via the Kenwood website.
The competition is now open for entries and flailing cooks have until June 30 to enter at the Kenwood website www.kenwoodworld.com/disasterchef.
The 15 shortlisted Disaster Chef contenders will each receive a Kenwood Chef Titanium to learn and practice kitchen skills, which will be taught to them via the website through bespoke video tutorials presented by SORTED chef and co-judge, Ben Ebbrell.
Marketing marketing director Mark Swift said: “At Kenwood, we are established as the market leaders in small domestic appliances, and with the Disaster Chef campaign embarking on its second year, we have affirmed the brand’s position as it continues to help and inspire budding cooks. Through our products and actions we hope to provide the resource for better kitchen experiences and enjoyable cooking.”