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Ancestry.ca, Bell Media, Gusto ready content promotion
By Adnews Staff
Genetic testing company Ancestry.ca is preparing a content marketing initiative in collaboration with Bell Media and Gusto Worldwide Media. The initiative will make use of a television series called DNA Dinners, in which participants will take a DNA test that reveals their genetic origins and then sample the cooking of each participant's ancestry. The program will be hosted by television personality Tyrone Edwards and will feature a number of chefs. The series will consist of 16 30-minute episodes which will run on Bell Media specialty television channel Gusto.
"This series-wide integration with Ancestry is a perfect example of the creativity with which Bell Media incorporates brands into our programming," said Alyson Walker, vice-president of brand partnerships at Bell Media. "We're looking forward to working with Ancestry, and our partners at Gusto Worldwide Media, to create a series that showcases the power of the AncestryDNA service while also inspiring viewers to celebrate their own culinary heritage."