First-Ever MasterChef Creators edition launching in Brazil with YouTube

Content powerhouse Banijay Entertainment today confirms MasterChef Creators, a new production from Endemol Shine Brasil, in partnership with YouTube. Echoing Banijay Entertainment’s wider growth in branded entertainment and its efforts to bridge the gap between creators and creatives, the new extension is supported by LATAM Airlines. Comprising three episodes, it will air weekly from 6 May on the MasterChef Brasil YouTube channel.

A digital warm-up for the show’s upcoming linear season, the series builds on MasterChef Brasil’s significant online presence, uniting six of the country’s top food influencers to recreate iconic dishes in the famous kitchen. Under the supervision of MasterChef Brasil judges Helena Rizzo, Henrique Fogaça, and Erick Jacquin, with hosts Fih and Edu (Diva Depressão channel), the winner will receive a grand prize of R$200,000. 

Mare Leal, Director of Branded Content, Endemol Shine Brasil says: 'The success of this format online, with millions of views and interactions, helps MasterChef Brasil expand its business opportunities. Creating this special edition with a major partner like YouTube further strengthens our brand’s journey. Moreover, it is an opportunity for brands to connect with the creators’ audiences and the engaged community of show fans, which in this edition, includes support from LATAM Airlines'.

Esly Paiva, Google’s Head of Content Projects, adds: 'The partnership between YouTube and Endemol Shine Brasil stems from our Brand Solutions division’s ongoing mission to translate trends, and create relevant initiatives for brands and audiences. By featuring creators as both hosts and contestants in MasterChef Creators, we strengthen their connection with fan communities and the show’s followers. Additionally, we celebrate the growing trend of YouTube content consumption on connected TVs, by leveraging a classic television format. This project gains further strength with LATAM Airlines as a sponsor, recognising the value of the initiative and authentically connecting with the show’s concept, as we will see throughout the episodes'

MasterChef is a multi-award-winning cookery format which has been changing lives for decades. Represented internationally by Banijay Entertainment, MasterChef was created by Franc Roddam and has been commissioned in more than 70 markets, with over 700 seasons aired around the world. To-date, MasterChef Brasil has run for 11 successful series on Band, and has enjoyed a number of successful spin-offs including last year’s newest iteration, MasterChef: Dessert Masters. It has also garnered an impressive social media community, attracting more than 25 million people to MasterChef Brasil digital content, with over 668,000 online mentions and over 7 billion organic impressions.

Endemol Shine Brasil is behind many of the region’s top unscripted and scripted series including The Wall (Globo, Telefe, Chilevisión, Canal 10, Caracol Televisión), All Together Now (Record TV, Caracol Televisión), Deal or No Deal (SBT), Family Food Fight (SBT, Amazon Prime), The Four (Record TV), and Dancing With The Stars (Record TV). 

LC