Some of the food and drink served in the next season of the frenzied family restaurant comedy “The Bear” may just be a lot easier to recognize. After getting queries from more than 40 d…
Some of the food and drink served in the next season of the frenzied family restaurant comedy “After getting queries from more than 40 different advertisers after the program’s first season on, Disney has come up with ways to mix Madison Avenue more closely into the recipe of the program.
The goal, says John Campbell, Disney Advertising’s senior vice president of entertainment and addressable solutions, is to “allow brands and clients to get closer to the intellectual property, closer to the talent.” The second season of “The Bear,” which streams as part of FX’s presence on Hulu, starts Thursday, June 22. Disney has signed 12 advertisers to higher-level sponsorships that could include such elements as pieces of content featuring “Bear” stars and producers that can appear alongside an episode or even be placed in a client’s social-media feed. BetterHelp, Jägermeister, Universal Pictures and Nutrafol have also signed on.
Some ad concepts are already in motion ahead of the series’ second-season debut. In Chicago, Disney has created a replica of “The Beef,” the central setting of the program, where visitors can check out both the front and back of the house, as well as the alleyway outside that has proven to be a pivotal setting. Oh, and there’s food, too.
While TV ad sales have been shaky in recent months, networks seem eager to court food and beverage marketers and travel and entertainment purveyors. These advertisers are spending more than they did during the coronavirus pandemic, and some media companies have launched new properties to attract their dollars.
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