Endemol Shine Group has signed a new deal with food licensing and branding expert Guy Mottershead to expand the Mastercf brand into food categories.
Endemol Shine Group is taking Masterchef into the food category, and has hired Jamie Oliver’s former licensing guru to lead the project.
Guy Mottershead has more than 30 years’ experience in food licensing and branding and recently established his own agency Licensing Works Ltd. He spearheaded the expansion of TV chef Jamie Oliver into licensed products, along with his best-selling series of cookbooks, and will bring that expertise to Masterchef.
Alongside the Endemol team, Guy will work in an advisory capacity to help leverage the brand in consumer products, and further drive growth of the brand off-air. Along with he will help build a branded food range strategy – a category that Endemol has yet to fully tackle – feeding into the group’s overall food brand licensing strategy.
Jane Smith, Group Director, Brand Licensing and Gaming, Endemol Shine Group, says: “We recognise the added value that experts in their field can offer our brands and Guy brings a wealth of experience and learnings to our MasterChef business.
“The food business is a complex thing when you consider fresh foods, frozen, ready meals and all the other opportunities out there. We’re not experts in that field, but we do have one of the world’s biggest TV food brands in Masterchef, and we believe the international potential is enormous.
“Given Guy’s deep expertise in the food category, we are delighted to be working with him on a strategy to build long-term multi-territory licensing programmes for MasterChef, with food a particular focus.”
Guy’s involvement is part of an overall brand refresh for the TV cooking show, which aims to build on its growing success in location-based events. Most recently, a MasterChef, the TV Experience restaurant opened at the Millennium Marina Place in Dubai Marina, and later this week, the first-ever live tour, MasterChef Junior Live!, will debut in the US.