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CTV signs Masterchef Canada sponsors

CTV has signed a series of sponsorship agreements for the upcoming season of reality program Masterchef Canada. The sponsors include: Reckitt Benckiser, represented by Aegis Innov8; Miele, represented by Ron Christie Communications; Unilever Canada, represented by Mindshare; and Jackson Triggs, represented by DentsuBos. Season three of Masterchef Canada will debut on Feb. 14.

Unilever will use the sponsorship to promote its Knorr, Becel and Hellmann's brands, which will be used in several recipes. Unilever Canada will also sponsor the show's online presence. Reckitt Benckiser's Finish brand will be the official dishwashing sponsor of the series. The deal includes co-branded segments as well as a contest component. Miele will be the official appliance sponsor of the show. The brand will supply ranges, ovens and refrigerators for the competitors. Jackson Triggs will be the official wine sponsor. Several of its Proprietors' Selection product line will be integrated into episodes through the season.

"Masterchef Canada provides a unique opportunity for our clients to showcase their products," said Laird White, director of brand partnerships at Bell Media. "We have a dynamic group of culinary clients specializing in food, drink and appliances. It gives our competitors an opportunity to create and cook with the best, which will entertain and inspire viewers."

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