Shaw Media and Insight Production Company Ltd. announced today that GE Monogram and Loblaws have signed on as official sponsors of Top Chef Canada. The first season of Top Chef Canada will premiere April 11, 2011 exclusively on Food Network Canada.
Top Chef first launched in Canada in 2006 and has become a landmark program on Food Network’s schedule, consistently ranking in Food Network’s top 10 programs. As a proven audience favourite, Shaw Media and Insight Productions are excited to introduce the popular format in Canada. The partnerships developed with Monogram and Loblaws are ideal unions resulting in integrations that will enable both sponsors to reach a wide and relevant consumer base throughout the run of series.
The sponsorship agreements with Monogram and Loblaws are integrated deals that will provide extensive brand exposure in-show, on-air, in-store and online. As the official appliance supplier of Top Chef Canada, Monogram will supply over $200,000 worth of top-of-the-line Monogram kitchen appliances to fully outfit the Top Chef Canada kitchen. Monogram will also enhance the Top Chef Canada grand prize by providing the winner a custom kitchen valued at $30,000. Monogram will have significant exposure in all 13 episodes of the series as well as on-air through tagged promos, billboards and bumpers on Food Network Canada and in- store via promotional videos in authorized Monogram retail locations.
Loblaws’, The home of President’s Choice™, sponsorship as official grocer of Top Chef Canada is an exciting and fitting one. Depending on the Top Chef Canada challenge, Loblaws will open its doors for competitors to shop for all their grocery needs throughout the run of series. Through this unique sponsorship Loblaws will gain exposure in-show as competitors take to the store for groceries to fit the series challenges. The partnership extends on-air with tagged promos, billboards and bumpers on Food Network Canada as well as online as a presenting sponsor on Top Chef Canada pages of the foodnetwork.ca site.
“Our partnerships with official sponsors, Monogram and Loblaws, have resulted in invaluable contributions for Top Chef Canada,” says Errol Da-Re, Senior Vice President of Sales for Shaw Media. “These partnerships will generate unprecedented product integration opportunities enabling both sponsors to reach consumers in a variety of mediums including in-show, on-air, in store and online.”
“We are absolutely thrilled to be the official appliance supplier of Top Chef Canada,” says Philippe Meyersohn, GM of Marketing for GE Monogram Canada. “It certainly will be exciting to see these talented chefs produce amazing and memorable dishes using our complete line of professional appliances. We see this partnership as a perfect fit. There is so much drama in Top Chef and we believe that nothing fuels drama and success in the home kitchen like a Monogram Professional Appliance!”
“As Canada’s leading grocery retailer we’re very excited to be partnering with Top Chef Canada,” says Allan Lindsay, Vice President Marketing, Loblaw Companies Limited. “This highly successful program is a natural fit for Loblaws stores which will offer the competitors an incredible selection and quality products, including our range of President’s Choice® products – which are exclusively available in our stores.”
Hosted by celebrated television personality, Thea Andrews and head judge, chef and restaurateur, Mark McEwan, Top Chef Canada will challenge 16 competitors’ culinary skills and uncover if they have what it takes to be a top chef. Top Chef Canada will have audiences tuning in to watch the drama unfold each week and see who will be crowned Canada’s Top Chef and take home the grand prize of $100,000 and a Monogram kitchen.
