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Rat in the Kitchen


In celebration of its new cooking competition series “Rat in the Kitchen,” TBS set up a one-of-a-kind experience in New York City’s iconic Hell’s Kitchen neighborhood to get fans hungry for intrigue during its first season.


NVE had to come up with a strategy to excite fans for the premiere of “Rat in the Kitchen” with a loud and buzzy promotional campaign that generates social conversation, media pickup, and tune-in for the series.


Rat in the Kitchen was an integrated marketing campaign that included retail partnership, influencer seeding and partnership with social media sensation Buddy the Rat, OOH marketing, press and digital. The priorities were to connect NYC’s restaurant culture and maximize social visibility through viral-worthy content that leverages partner’s following. For the on-the-ground activation, NVE knew they had to generate organic press pickup, engage people who pass by and provide a platform for influencer content.


The “Rat in the Kitchen” art walk took over 50th Street between 8th and 9th Avenues in the heart of Restaurant Row. Visitors followed a yellow trail leading to exclusive installations, brand elements and hidden QR codes that gave them a menu of what to expect in the upcoming series. Fans and influencers got a chance to interact with NYC’s Buddy the Rat and win prizes such as a curated ‘Rat Pack’ filled with Beecher’s Handmade Cheese to nibble on while watching the show. The Rat Packs were integrated into OOH marketing, where they were shipped across the country to fans who entered to win during the season.


  • 250 Total Rat Packs Distributed
  • 3.2M+ Buddy the Rat TikTok Content