BEYOND MEAT® AND HEINZ® CO-SPONSOR CELEBRITY JUDGED, $1M “KIND-CHILI COOKOFF” / {Sponsored Event}
Celebrity judges, mainstream sponsors and a $1,000,000 prize aren’t the only reasons this vegan-chili cookoff will attract media coverage. The main difference is that the contestant chefs will be notoriously “non-vegan,” and the lead judge will be famously “omnivorous” as well (Guy Fieri?). It’s all to help broaden the message of kind consumerism and prove that vegan food need not equate to a taste-sacrifice. Other celebrity judges on the panel might be Beyond Meat ambassadors Chris Paul and/or Kim Kardashian, as well as hilarious “pro-meat” celebs such as Jim Gaffigan and/or Bert Kriescher. Another aspect could be the inclusion of the most famous southern barbecue restauranteurs as contestants. The unusual amount of prize money and high celebrity involvement make this cookoff a likely hit for the fun-loving sections on news shows across the country, if not worldwide. The money and celebrity involvement will also invite coverage by mainstream outlets such as Food Network, ESPN, Lifetime or Netflix. Chili cookoffs are wildly popular local events, and this idea capitalizes on that, while taking it up a few notches to help normalize and encourage more of us to become #veganforlife.
