iQIYI continues to push its new approach to entertainment – “advertainment” – with new shows. The latest show comes in partnership with GrabFood Malaysia and covers one of Malaysia’s most passionate subjects – food. “5-Star Hunter Bersama GrabFood” is the first branded reality show that debuted on iQIYI on 2 June 2023.
The new reality show follows Malaysian celebrity Chef Fikree and several local food bloggers as they search for Malaysia’s most authentic cuisine with one catch – the food must come from one of GrabFood Malaysia’s 5-star Restaurants. The show brings the popular format of sharing the story and inspiration behind the food and marries it with a unique approach of highlighting the services and impact of GrabFood on these humble establishments. However, Chef Fikri turns the tables on his celebrity guests as they are challenged to recreate the dish they just tasted. These recreations are then tasted by random guests at the eatery. So, will Chef Fikri come out on top? You’ll just have to tune in to find out.
The variety show is one of a growing number of “advertainment” shows that iQIYI first introduced with its show “Sorry Naik Lorry” not too long ago. The new format integrates advertising and brand awareness seamlessly into shows allowing brands to bring more awareness to services and goods offered. It also allows brands to sidestep the usual ad break and seamlessly integrate themselves front and centre in the show.
“We are thrilled to collaborate once again with GrabFood Malaysia as our esteemed partners for the production of our first-ever local branded variety show. In the realm of entertainment, over-the-top (OTT) platforms like iQIYI have emerged as pivotal catalysts propelling the growth of the local entertainment industry while offering brands a fresh avenue to establish a relatable connection with their audience. This innovative approach allows brands to transcend traditional advertising and instead present their offerings in a captivating and profoundly influential manner that resonates more effectively with the audience.”
“5-Star Hunter Bersama GrabFood” debuted on iQIYI on 2 June 2023 and will feature six fifteen-minute episodes. To celebrate the launch, iQIYI will be giving away GrabFood vouchers worth RM50 to all their viewers. All you have to do to get your share is follow iQIYI on their social media pages and keep an eye out for the giveaway posts and answer a few simple questions about the new show.