In its fourth season, Top Chef, the top rated food show on cable television, is emerging as a formidable competitor to Food Network as it continues to extend its brand. Already selling an array of products (Fan Gear, Chef’s Library, Chef’s Tools) through its branded online shop, Bravo is bringing Top Chef to life by creating new touchpoints through which viewers can interact with the brand. Such as:

Top Chef: The Tour: An 18-wheel “Top Chef” truck will stop at 20 cities across the U.S., offering cooking demonstrations, gourmet tips, and of course, Top Chef gear. Former cheftestants are also expected to be present.

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