In the Fall of 2013, upwave and HLN introduced Cook Your Ass Off, a cooking competition geared on changing how people ate. The premise of the show focused on 9 individuals who wanted to change their life style in regards to food and how they prepared food and nourished their bodies. In each episodes, 3 chefs competed and were judged by one of the 9 individuals plus our panel of judges which included celebrity chef host Richard Blais, Nutritionist Keri Glassman and a rotating culinary expert. The advertising campaigned followed the look and feel of the show’s set design, which was hip, trendy and a little bit rough to show that you didn’t need a $400,000 dollar kitchen to make bad ass food. Our campaign was truly multi-platform crossing pages on upwave.com, social and digital content extensions, print, TV commercials and show posters.