To celebrate the premiere of its new cooking competition series, Rat in the Kitchen, TBS is setting traps on the streets in New York City’s Hell’s Kitchen to “catch fans with an appetite for mystery.”

The activation will feature a “winding yellow trail of exclusive installations, brand elements and hidden QR codes that will tease the upcoming series and also offer chances to win prizes, including a “Rat Pack” filled with Beecher’s Handmade Cheese.

Rat in the Kitchen is a cooking show and whodunnit case all wrapped into one. What better way to immerse our viewers into the mystery than an art walk that allows fans to seek out our series’ rat icon throughout Restaurant Row in Hell’s Kitchen?” said Melissa Chambless, TBS executive vice president, marketing, in a statement.

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Rat in the Kitchen is hosted by iconic roasting queen and comedian Natasha Leggero and celebrity chef Ludo Lefebvre. It’s a cooking competition show combined with a high-stakes cat-and-mouse game in which viewers join the cooks in playing detective.

Over the course of the 10-episode season, a mix of professional chefs and home cooks compete in a series of cooking challenges, earning cash in their bank for every dish that impresses Chef Ludo, while attempting to expose the “rat” assigned to sabotage the dishes. At the end of each episode, cooks and viewers determine who they think is the “rat.” If the cooks guess correctly, they win their bank. If the cooks are duped, however, the “rat” walks away with the cheddar.

Rat in the Kitchen is produced by ITV America’s Thinkfactory Media, in association with ITV Studios’ Possessed. It is executive produced by Adam Reed, Adam Freeman, Simon Thomas, Bernie Schaeffer, Kenny Rosen and Michael O’Sullivan for Thinkfactory, and by Glenn Hugill for Possessed. It is distributed internationally by ITV Studios. Partners of the Hell’s Kitchen takeover include Beecher’s Cheese, NVE Experience Agency, Something Silly and B&A.

The experience kicks off March 29 and runs through April 2. Rat in the Kitchen premieres on TBS on Thursday, March 31.

[Images of Rat in the Kitchen courtesy of TBS]

Tags: experiential activation rat in the kitchen tbs

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