In celebration of its new cooking competition series “Rat in the Kitchen,” TBS is setting up a one-of-a-kind experience in Hell’s Kitchen next week.
From March 29 through April 2, the “Rat in the Kitchen” OOH art walk will take over 50th Street between 8th and 9th Avenues. Right in the heart of Restaurant Row, visitors will find a winding yellow trail of exclusive installations, brand elements and hidden QR codes that will give fans a delicious menu of what to expect in the upcoming series, plus a chance to win exclusive prizes such as a ‘Rat Pack’ filled with Beecher’s Handmade Cheese.
“Rat in the Kitchen is a cooking show and whodunnit case all wrapped into one. What better way to immerse our viewers into the mystery than an art walk that allows fans to seek out our series’ rat icon throughout Restaurant Row in Hell’s Kitchen? To celebrate the culinary heart of the show, we combined the installation with a partnership with Beecher’s Homemade Cheeses to create an exclusive “Rat Pack” filled with an assortment of gourmet cheeses. We hope you join us on the hunt and nibble into something new with Rat in the Kitchen on TBS” said Melissa Chambless, TBS EVP Marketing.
Hosted by Natasha Leggero and Ludo Lefebvre, “Rat in the Kitchen” features a mix of professional chefs and passionate home cooks competing in a series of creative cooking challenges in a high stakes game of cat and mouse. As the competitors try to earn cash for their bank with every dish, they are trying to expose an undercover mole (the rat) who is there to sabotage the dishes.At the close of each episode, both cooks and viewers will determine who they believe is the rat; if the cooks guess correctly, they win their bank but if successfully duped, then the rat walks away with the cash.
“Rats in the Kitchen” premieres on TBS at 9 p.m. ET/PT on March 31.
Ex-Brit turned Manhattan resident since 2008.