French-Australian chef Guillaume Brahimi has joined Jamie Oliver in promoting Tefal cookware products after brand owner Groupe SEB signed a partnership with the restaurateur.
Brahimi currently operates restaurants in Sydney, Melbourne and Perth and will be the Australian celebrity spokeschef for the Tefal brand. English chef Jamie Oliver is being retained to promote his namesake cookware as part of a global agreement.
Groupe SEB Australia’s managing director, herself a French-Australian, Wivina Chaneliere welcomed Brahimi to the fold.
“Guillaume is a passionate chef with very high standards in excellence,” she said. “His long-term involvement with best in class restaurants and his French heritage made him the ideal partner to represent the brand.
“Tefal is renowned for its innovative cookware, which is designed and made in Europe. We know that Guillaume’s contemporary, yet approachable style will continue to make cooking simple and rewarding.”
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Brahimi’s eponymous Sydney restaurant, Guillaume, at the Opera House, has become one of the most well-known and beloved eateries over the last few years. It is also a very popular corporate hospitality venue, hosting Samsung and the American Consumer Electronics Association, organisers of the CES show in Las Vegas, during 2012.
Brahimi said he was pleased to be signing his first brand endorsement with a brand he has known since childhood.
“Tefal is a household name for me — I’ve grown up using Tefal cookware,” he said. “I have never put my name to a brand before but I believe in Tefal as a brand that continues to bring innovation and quality to cooking.
“The partnership makes perfect sense for me and I’m really looking forward to being a part of the continued innovation, trialling the new products and inspiring the nation to cook with a French twist.
“Over the course of the partnership, I’ll be looking to demonstrate how easy it can be to create French inspired dishes using the delicious fresh produce we have here in Australia and share cooking tips on how to make the most out of Tefal cookware.”
Groupe SEB is holding a press conference next week at Guillaume to official launch the partnership.