Shaw Media has announced a smorgasbord of marketing partners for the second iteration of the Food Network Canada reality show Top Chef Canada.
The GE Monogram brand is back as series sponsor and official appliance supplier, outfitting the kitchen with appliances and awarding the overall winner a new kitchen valued at $30,000.
Joining GE as a series sponsor is Reckitt Benckiser’s dishwasher detergent brand Finish, which is providing what Shaw describes as an “episode-specific” $5,000 prize to one competitor and is also running a national contest offering a catered dinner for six by one of the show’s contestants.
The Sponge Towels brand is returning as the series’ official paper towel and is providing the $100,000 grand prize and a national contest offering a trip for two to one of chef Mark McEwan’s restaurants. The brand is also promoting the series with recipes from the first season distributed in specially marked packages.
Beer brand Rickard’s is running a series of branded vignettes starring season-one competitor Dustin Gallagher in which he shares tips on how to pair beer with food. In addition the makers of Polysporin and Band-Aid are supplying first aid materials, while Glacéau SmartWater returns as the exclusive bottled water product.
Other marketing partners include the restaurant chain Milestones Grill + Bar, which will feature three Top Chef dishes on its menu. Shops at Don Mills will serve as the primary shopping destination for contestants, while Caesarstone, whose quartz counter top is featured on the set, is working with season one finalist Rob Robbi on a series of vignettes.
“Our cutting-edge partnerships enable advertisers to engage with viewers in innovative ways,” said Stephanie Blondal, director of brand partnerships for Shaw, in a release. “Having so many successful returning clients and new ones on board demonstrates the positive impact these sponsorships and integrations have on our partners’ brands.”
