AFC pairs up with Mini

• AFC Mini collaborate
• To host chef Robert Rainford's visit
• Marketing involves event and TVCs
  

Singapore - The Asian Food Channel (AFC) is joining up with BMW's Mini in a marketing partnership to host television celebrity chef Robert Rainford on his tour of Singapore, Malaysia and the Philippines.

As part of the partnership, Mini will host an exclusive evening for a select group of guests with Rainford, footage of which will be aired on AFC along with a Mini TVC and several vignettes.

"We are delighted to be collaborating with a premium brand as Mini during Rainford's visit to Singapore. The Channel's target demographic is perfectly aligned with the energy, youth and affluence of Mini owners; therefore it was only natural for us to build this partnership," Maria Brown, co-founder and managing director of AFC, said.

"The Asian Food Channel provides a great avenue to get up close and personal to a variety of celebrity chefs. We are thrilled to be working with them during Chef Rainford's visit to Singapore," Ramesh Divyanathan, marketing director of BMW Group Asia, said.