TUI ventures into long-form video ads with The World Cook on Prime Video

The Emma Willis and Fred Sirieix show will be supported by display and video activity across IMDB, Twitch and, with audiences targeted according to their streaming habits.

Travel brand, TUI has worked with Medicom to launch a sponsored video series The World Cook airing on Prime Video.

The fast-paced show was filmed over eight weeks in September and sees contestants faced with different country-specific challenges across six different locations - Majorca, Amsterdam, Croatia, Austria, Italy, and Mexico – in a bid to be crowned The World Cook. 

Presented by Fred Sirieix and Emma Willis, it will also feature a panel of well-known guest judges including celebrity chef Marcus Wareing; restaurant critics, Jay Rayner and Grace Dent; fashion model, Daisy Lowe, and TV presenter, Laura Jackson.

After several recent brand partnership campaigns, including the revival of Changing Rooms with Dulux and Pimp my Ride with eBay, MediaCom’s Creative Systems team sourced The World Cook format from Electric Robin to develop and deliver the project for TUI. 

Audience targeting across Amazon's portfolio 

Episodes will be supported with additional display and video activity across Amazon owned sites such as IMDB, Twitch and, and audiences will be targeted according to their streaming habits to drive further reach across all touchpoints.

"Connect with TUI in an authentic and engaging way"

Phil Christer, Managing Director, UK, Amazon Ads, said: “We’re excited to help TUI share their passion for travel, food and adventure which is brought to life in The World Cook.  Through brand funded programming, supported by display placements on and off Amazon and video ads on Fire TV and Amazon Freevee, we are helping audiences to discover the show on Prime Video and to connect with TUI in an authentic and engaging way.”

Contestants will be seen in a series of cook offs in which they are tasked to create dishes using hero ingredients.  The World Cook champion will earn the unique opportunity of having one of the ten restaurants at the TUI Blue El Dorado Seaside Suites Hotel, Mexico, named after them, and the chance to design and implement a dish for its menu.

“The first streaming partnership for the agency”

Claire Prince, Head of Branded Entertainment, MediaCom UK, commented: “MediaCom is proud to bring The World Cook to UK audiences, the first streaming partnership for the agency.  The World Cook is the perfect vehicle for TUI with a mix of aspirational locations, inspirational chefs, and seamless brand integration throughout.”

Production was led by Electric Robin, part of Banijay Group, the world’s largest independent content creation and distribution group for TV and multimedia platforms.

Toby Horry, TUI’s Global Content Director, said: “The show is a celebration of international cooking, but it’s also much more than that.  As well as serving up great entertainment and showcasing great food we want to remind people of how travel enriches our lives and broadens our horizons, whilst showcasing some of our amazing TUI BLUE hotels and resorts into the bargain.  Who doesn’t have a memory of sampling a new dish on their travels, or associating a taste or flavour with a favourite place? Holidays are about so much more than visiting a location”.

“World Cook allows us to showcase the breadth of what we offer, adding a different dimension to the way we use content in our brand mix. This kind of challenge-based format has mass audience appeal and we’re delighted to be launching our first streamed programme on Prime Video. We hope it brings some inspirational sunshine into viewers homes this winter,” Horry concluded.