Adrian Swift: Nine’s Family Food Fight to tackle ‘big hole’ in market

Nine’s newly created cooking show, Family Food Fight promises to tackle a “big hole” in the market for cooking shows.

Speaking with Mumbrella after the show commenced filming, Adrian Swift, head of content production and development at Nine said the reason for making the new food show was the network had come up with a “fundamentally different” idea – what he calls “high end bistro food.”

“We wanted to make it different. The point of making yet another food show, a competitive cooking food show, was because we came up with an idea that was different and the idea that makes it fundamentally different is family food,” he said.

“MKR is not actually about cooking, it’s about the dynamic between the people. Masterchef is about who is the best amateur chef in the country.

“We felt there was a really big clear hole in the market particularly around beginning and end of the year for food we all cook at home,” he said.

The show will run multiple nights a week and will feature Australian families from different ethnic backgrounds and multiple generations competing against each other to become Australia’s best food family.

Each family will present their food before chef and restaurateur Matt Moran, pastry chef Anna Polyviou, and cookbook author Hayden Quinn.

Swift said the show is targeted to Nine’s core audience – 25-54 year old women, but added “kids love a good competitive reality show.”

He said Nine wanted to explore the way in which people cook, rather than what they cook.

“Is anyone cooking chicken parmigiana on television? No they are not. Who is doing spaghetti bolognese on television? No one is.”

Swift: The idea that makes it “fundamentally different is family food.”

“We wanted to explore our ethnic background that bleeds into the way we cook, and not just what we cook but the way we cook which is why we have a Greek family, Italian family, Vietnamese family, Lebanese family and two Aussie families that are quite different.”

While Swift has been pitched many “Mumma’s secret recipe shows” he felt he could never quite get the format right, until now.

“What is the format where you can actually cook that secret recipe that’s really important to your family – this is the format where you can do that.”

Swift did not reveal the names of any of the sponsors currently involved but said Nine would be “fishing in the same pond” as other cooking shows but the brands involved would be different.

“We have a number of different brands who are already involved.

“For a big stripped multi night commercial TV show, where your audience expectation has got to be between 700-000 and 1.2m, it’s only the big brands can afford it so it tends to be a smaller collection of people.”

Commenting on the sponsorships, Mel Mullins, director of strategy and experienced at 9Powered told Mumbrella: “It’s a prime opportunity for FMCG brands to be a part of the show.”

Swift did not confirm when the show would run on air.


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