Following its successful entry into culinary competition shows with Come Dine With me Canada (which has now filmed 80 episodes and is returning for a fifth season), Corus Entertainment’s W Network will introduce a new series called Pressure Cooker this fall.
Developed by Bristow Global Media (BGM), the primetime show is based on an original concept by celebrity chef Jamie Oliver’s Fresh One Productions. Each of the 10 one-hour episodes requires amateur chefs to cook in a pressure-packed environment, where time is tight and ingredients are scarce.
“It’s an important new category for W Network to get into – an event food show,” said Lynn Chambers, vice-president of client marketing for Corus in Toronto.
Walmart Canada has taken a lead sponsorship role in Pressure Cooker, which will present fresh and accessible meal ideas that Canadians can use in their own kitchen. “It’s filling a need for [Walmart] in giving credibility to the fresh grocery sector of their business,” said Chambers. “The show mimics the real-life situations that most women find themselves in.”
As part of the sponsorship package, a variety of products from Walmart’s private label brand, Great Value, will be featured in an in-show pantry from which contestants much select their ingredients.
Contestants are required to select additional fresh ingredients from a conveyor belt that is activated three times during each episode. All ingredients selected must be used by the chefs, although they have the ability to use a “recipe rescue” if they get stumped.
In addition to in-show integration, Walmart will also receive lower third ads, billboards, closed-captioning announcements and traditional 30-second inventory, as well as digital inventory. The retailer will also be featured in W Network’s pre-promotion for the show.
The first series will feature columnist and British restaurant critic Giles Coren (The F-Word, Million Dollar Critic) as a tasting expert, alongside host Anne-Marie Withenshaw.
Eska Water has also signed on as the show’s official water supplier.
Pressure Cooking begins filming this week, and is scheduled to debut in October.
