• by Lauren Berger , February 27, 2007

The combination of short attention spans and DVRs has left advertisers with a choice: get creative or lose consumers. So the ad sales executives and sponsors behind Bravo's hit reality competition series, "Top Chef," came together to create a battle plan. In their approach, sponsors not only received airtime during commercial spots, but were regularly featured during the show's episodes.

During one Quickfire challenge, for instance, the chefs had to use at least one of three Kraft ingredients - mayo, barbecue sauce, or Italian dressing - in their recipes. In a holiday episode, contestants created a Baileys cocktail and complementing dish.

Even during episodes without sponsored ingredients, the chefs utilized specific brands during the prep stages. Almost all of the Quickfire challenges took place in the Kenmore PRO Kitchen (filled with state-of-the-art Kenmore appliances including cooktops, refrigerators, wall ovens, and warming drawers). Teams also traveled between shopping destinations in five Toyota RAV4 vehicles, and used GLAD products (containers, Press'n Seal wraps, and trash bags) in the kitchen.

But have viewers responded unkindly to the heavy product placement? "Similar to "Project Runway," most viewers feel like the in-show integration is done in a tactful way," explains Shari Post, vice president of ad sales for Bravo. And the numbers seem to agree. As the top-rated food series on cable TV, "Top Chef" and its loyal viewers aren't going anywhere.