GE Monogram and Loblaws have been announced by Shaw Media and Insight Production Company Ltd as the new official sponsors of Top Chef Canada, a Canadian format of the popular Top Chef program. Top Chef, which first launched in Canada in 2006, has been a proven audience favourite on Food Network Canada, consistently appearing in their top 10 programs.
In preparation for their challenges, Loblaws will see competitors take to the store for their grocery shopping needs – giving Loblaws in-show exposure alongside tagged promos, billboards, and bumpers on Food Network Canada. The partnership extends online with Loblaws as a presenting sponsor on the Top Chef Canada pages of the Food Network website. Allan Lindsay, Vice President Marketing with Loblaw Companies Limited, says: “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.”
Monogram’s sponsorship agreement will also provide in-show, on-air and online exposure. Providing over $200,000 worth of top-of-the-line Monogram kitchen appliances to outfit the Top Chef Canada kitchen, Monogram has agreed to supplement the Top Chef Canada grand prize with a custom kitchen for the winner, valued at $30,000. “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.”
Top Chef Canada’s first season, which will air exclusively on Food Network Canada, premieres on April 11, 2011.