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Food Network signs sponsors for Chef in Your Ear
By Adnews Staff
Food Network Canada has signed two sponsorship and product integration agreements for its upcoming competitive cooking program Chef in Your Ear. Kimberly-Clark will sponsor the show in the name of its Viva Vantage brand, becoming the official paper towel of the program. The brand will be present on the set of the show and will feature in a segment called Dirty Jobs. Other elements of the agreement include billboards during each of the 26 episodes, 15-second bumper ads, on-screen bugs and cleaning advice vingnettes.
Prince Edward Island's Food Island Partnership will also sponsor the show. The initiative will be featured in two themed episodes during which the contestants will cook with provincial ingredients such as lobster, beef, potatoes, mussels and oysters. The sponsorship will also include branded cooking advice and historical anecdotes, as well as brand commercials and bumpers.
"The brand new original series Chef In Your Ear provides is a stellar platform for seamless strategic integrations," said Barb McKergow, head of marketing ventures at Shaw Media. "Our sponsors are being wholly integrated in to this new culinary competition series from fun in-show themed challenges to flawless product placement, on-air bumpers and unique branded vignettes."
Chef In Your Ear will debut on August 31.