As "Top Chef" Destination Canada is set to premiere, the anticipation for that first episode hits a peak. It is more than the new batch of cheftestants or wondering who can keep Tom Colicchio from being grumpy during judging. The reason why "Top Chef" Season 22 will continue the Bravo program’s success is its deeply rooted connection to the audience.
Season after season, "Top Chef" exceeds expectations. While there will always be a “pack your knives and go” moment, it is all the other little elements that keep viewers engaged. That connection extends the “you are Top Chef” announcement. From fans rushing to book a reservation at a chef’s restaurant or heading to a locale featured on the show, "Top Chef" continues to succeed in creating immersive moments.
While other food television shows have tried to recreate this delicious entertainment, no one has been able to replicate the success. Even if some home cooks might never cook with lionfish, there are elements that apply in their home kitchen. That balance of relatable and aspirational is what keeps people hungry for more.
In "Top Chef" Season 21, the production team had many firsts. One was filming the final episodes on board the Holland American Eurodam. This environment was foreign to the cheftestants, but it brought a sense of adventure to the competition. Being unafraid to take risks is a key element showcased in every season.
Ahead of Season 22, Jamie Cutburth, Executive Vice President, Creative Partnerships, NBCUniversal Advertising and Partnerships, graciously answered some questions about last season’s partnerships, what viewers can expect from the Canada season, and how the Bravo food television show continues to offer delicious entertainment both on and off the screen.
Having personally seen the "Top Chef" filming on HAL Eurodam, it was a departure for the team. While the food television show has traveled the world, the cruising industry has seen a surge in popularity. This glimpse into the fine dining experience on board excited another group to grab their passport and travel.
When asked what the NBCUniversal Creative Partnerships team learned from this experience, Cutburth shared, “Last season’s finale aboard the Holland America Line’s Eurodam was an exciting first for us, and we saw incredible engagement from both viewers and our partners. The unique setting elevated the storytelling and created a one-of-a-kind experience that resonated beyond the screen.”
“We’re always looking for new ways to enhance the show’s impact, and this year is no different. With a mix of returning and new brand partners, we continue to create deeply immersive moments that feel authentic to the competition, while delivering measurable results. In fact, last season saw a +38% increase in brand emotional engagement and a +76% lift in brand likeability, proving that when brands are seamlessly woven into the content itself in the right way at the right time, audiences positively take notice. We can’t wait for fans to see what’s in store this season—it’s going to be just as bold and deliciously entertaining!”
While the return of Saratoga Springs water is a given, other brand partnerships will be revealed throughout "Top Chef" Season 22. Although there might not be a challenge devoted to Beaver Tails, the possibility to see both well-known companies and lesser-known entities will get viewers watching and rewatching how the chefs use these products.
Given that "Top Chef" has found integrated and seamless ways of leaning into these strategic partnerships, the scenario is beneficial for all involved. In a world where the image on the screen has a bigger impact than word of mouth, these moments are vital for all parties.
Cutburth explained, “’Top Chef’ is a masterclass in seamlessly integrating brand storytelling in a way that feels organic and engaging. Location plays a huge role, opening the door for brands that may not have considered an integration before and allowing us to tap into new audiences and opportunities. And, we’ve been perfecting this approach for 22 seasons. Whether it’s the ingredients chefs use, the cars that transport them from challenge to challenge, or the very theme of a winning dish, our brand partnerships are baked into the storytelling itself. If we’re doing our job right, the integration doesn’t just complement the content—it becomes an essential part of the experience.”
Although few people will have the opportunity to enjoy a meal during Restaurant Wars or participate in the season’s food festival challenge, seeing products that they can use on the screen engages their own creativity. The ability to shop the episode solidifies the "Top Chef" connection.
"Top Chef" makes the “shop the episode” concept seamless. It does not guarantee a chef-level executed dinner, but become more than just a passive moment of entertainment.
Cutburth said, “ShoppableTV continues to be a major focus for us as we continue to innovate at the intersection of entertainment and commerce. At NBCUniversal, we’re committed to making premium IP more accessible to retailers of all sizes—whether through ShoppableTV, commerce media, or data-driven collaboration. And over the past five years, we’ve invested heavily in our commerce business, developing seamless solutions like NBCU Checkout and building opportunities for fans to shop directly from the content they love. Whether it’s smaller brands that fit right into the Bravosphere at the Bravo Bazaar, or it’s the products “Love Island USA” cast members use, or it’s the aprons Cheftestants wear on ‘Top Chef,’ we’re creating frictionless ways for viewers to engage with brands in spaces they’re already leaning into.”
While the first episode of "Top Chef" Season 22 might not have a QR code to have an order of poutine delivered to the house or some Montreal bagels arrive overnight, everyone can enjoy some Saratoga Springs water or sprinkle Morton’s salt on that steak. Just make sure that the dish is thoughtful, well executed, and creative. After all, no one wants to have grumpy guests at the table.
"Top Chef" Season 22 airs Thursday nights at 9 p.m. ET/PT on Bravo. Episodes can be streamed the