Rat in the Kitchen Promotion
TBS
Creative Director
I developed the core concept and led creative from pitch through production. I supported the press strategy.
☞ 2022 Clio Entertainment: Bronze (Television/Series: Out of Home Takeover)
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CHALLENGE:
TBS was entering the food competition space for the first time with Rat in the Kitchen: a sabotage-filled twist on the genre. To stand out during March Madness and win over fans, they needed a campaign that got people playing the game before the show even premiered.
INSIGHT:
Rat in the Kitchen is built on mystery and sabotage. The marketing shouldn't just promote the show. It should play like it.IDEA:
Rat in the Kitchen went to Hell’s Kitchen and cooked up some trouble.
We partnered with Beecher's Handmade Cheese for a "RAT PACK" cheese drop, where fans could win a mystery selection of cheeses, a play on the show's theme of contestants "winning the chedda'." On-screen QR codes aired during episodes sent viewers on a digital scavenger hunt to grab their own limited-edition RAT PACK.
On the streets, a trail of rat-themed street art installations led fans through Hell's Kitchen, teasing the premiere. QR codes on the murals unlocked sneak peeks and entered fans to win.
Then NYC's viral street performer Buddy the Rat took over, leading a live scavenger hunt through the neighborhood that racked up over 3.2M views on TikTok and Instagram.
TBS didn't just launch a cooking competition. They let fans taste the mystery for themselves.
RESULTS:3.2M+ Influencer Social Impressions
250 Total Rat Packs Distributed
