Hell’s Kitchen - Join the Dots

Hell’s Kitchen

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ITV had had great success with one of its flagship shows – Hell’s Kitchen – and numerous versions of it had been commissioned in markets across the world.

The team wanted to continue this success by commissioning research that would provide a clearly articulated sales story for the show, along with more bespoke ‘tool kits’ for individual target markets. They also wanted to identify any opportunities to tweak the format and content to appeal to people locally.

Taking a multi-method approach, we focused on understanding what appealed on a universal level, as well as market nuances. We began with contextual analysis of the macro forces impacting viewers’ relationship with TV today – specifically reality and cooking shows. We examined this through our universal needs framework before engaging Illume Guides in each market for on-the-ground trend spotting and to get their perspective on local viewer engagement, and what kind of show appeals more broadly. A quant/qual survey including vox pop content, explored the likes/dislikes of the show. We observed our Illume Guides hosting screenings of the show with friends to discuss what makes it unique and their like/dislikes. Bringing these different insight streams together, we developed a rich narrative that tapped into the underlying human need Hell’s Kitchen was serving.

Our study identified aspects of the show that were universal in their appeal, helping us to craft an overarching sales story. It also revealed a number of cultural and local nuances, which our Creative team articulated in market-specific infographics that were to be used to promote the show in comparable markets moving forward.

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