Leveraging IP: Celebrity Chef Branded Foods

June 25, 20130 Comments

 

The Celebrity Chef branded food market is growing.   It was the introduction of Food Network in 1993 that jump started the celebrity chef sensation.  This coincided with Wolfgang Puck becoming the first modern-day celebrity chef.
With the surge in popularity of celebrity chefs and cooking shows, food and beverage brands continue to be among the fastest growing segments in licensing:

  • Celebrity chefs are among the most active licensors.  National chefs appear on TV to promote cookbooks or cookware branded with their name.
  • Well-known local chefs appear at charity events and festivals to publicize their restaurants.
  • Live appearances from celebrity chefs are bringing culinary festivals into the national spotlight as well  (Uber-foodies and luxury travelers flock to events like Vegas Uncork’d, a four-day food and wine extravaganza in Nevada featuring celebrity chefs from around the globe).
  • More culinary programming in popular media, more brand-building and licensing deals around chefs’ names.
  • Marketers are looking to capitalize on the growing prepared frozen food market with restaurant-themed options that simulate a meal out but that draw on the emotional benefits of getting the family around the table.

In celebrated hometown restaurants, big-ticket Vegas destinations, and on TV, consumers learn about the past, present and future of food from culinary superstars.  And that lifelong relationship with what we eat is what makes the celebrity chef trend so universally appealing.

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About the Author ()

Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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