Bravo's 'Top Chef' continues to attract top marketing ingredients

Get ready for frozen meatloaf and waffle fries with a Diet Coke reduction. Mmmm. Bravo's well-watched reality series Top Chef has always been a magnet for brand integrations, and with the upcoming season, set in Las Vegas and launching next week, it continues to gather marketers who are likely to find their way into cooking challenges. Competitors have had to make gourmet meals out of vending-machine junk before, so chances are season six's chefs can handle Swanson (which makes "the original TV dinner," among other grocery staples), Alexia Crunchy Snacks (all-natural onion strips, waffle fries and the like) and Diet Coke. All that grub continues to get wrapped and packaged in Glad products, driven around in Toyotas and rewarded with Food & Wine magazine's stamp of approval. Macy's and MasterCard are first-timers. The marketers sponsor specific challenges, give prizes to winners and get on-air face time. They're also planning a number of offshoot efforts, like Webisodes, e-cards, viewing parties, cooking demos and text messages. Bring on the quickfire!

—Posted by T.L. Stanley