LG Canada has hired celebrity chef, restaurateur and TV personality Chuck Hughes as its ambassador for its new line of home appliances.
Hughes, the host of such Food Network series as Chuck’s Day Off, will promote LG Home Appliances’ new lines of range and refrigerators.
“Chuck Hughes presented a really awesome opportunity for us,” says Valerie Malone, head of marketing at LG Canada. “We’re trying to find a really unique Canadian perspective” and Hughes was “a perfect fit” because of his culinary background. “It was a unique way to inspire Canadians to cook at home and to cook like a chef at home.”
Jillian Harris, designer and co-host of Love It or List It Vancouver and former star of The Bachelorette, was previously LG’s brand spokesperson for its appliances.
Hughes, who is also the chef and co-owner of the Montreal restaurants Garde Manger and Le Bremner, will appear in print, digital and PR campaigns as part of his year-long Canadian LG Home Appliances ambassadorship.
A campaign launches Sept. 30 with the microsite LGChuckBites.com that features Hughes cooking some of his favourite recipes using LG appliances. Initial videos show Hughes cooking chicken, tomato pie and beef tartare recipes. The videos will also appear on YouTube, Facebook, Instagram and Twitter.
In addition, LG is using the bilingual Hughes to reach the French language market.
As LG is a sponsor of the Montreal Canadiens (and Toronto Maple Leafs) and Hughes is “a huge Habs fan,” he will dovetail with part of the Canadiens program, including an appearance at the Bell Centre.
Hughes’ focus will be the new LG ProBake Convection line of ranges and the LG Instaview Door-in-Door refrigerator.
Now on the market, the ranges are configured so that the baking element that traditionally sits on the bottom is at the back wall along with the fan. According to LG, the feature provides even heat distribution.
Available in October, the fridges provide users with a clear view of the contents inside by knocking on the glass door, thus reducing cold air loss.
GCI Canada is handling public relations, while Publicis Canada created the microsite.
