• Advertising Age, Friday, October 31, 2008 9:30 AM

Integrated sponsorship ideas for Bravo's "Top Chef" are constantly being flung at the wall to see what sticks. New to the sponsor lineup this season are Campbell's Soup Co., Diet Dr Pepper and Quaker.

Keeping its integrated marketing ideas fresh can take some doing, says Kevin McAuliffe, NBC Universal executive. Sponsor Clorox, for instance, has provided contestants with Glad trash products and created entire challenges around its seemingly mundane products.

"You want the challenge to be relevant and still be interesting. It's not easy," says Ellen Liu, Clorox's media director.

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