Premier Sponsor Kraft Canada and Three Participating Partners Team Up with Hit Series MASTERCHEF CANADA for Season 2 on CTV
— January 30, 2015
– Vast sponsorships to include in-show integrations, digital integrations on MasterChefCanada.CTV.ca, custom creative during broadcast, and brand extensions –
– MASTERCHEF CANADA Season 2 premieres in its new post-SUPER BOWL XLIX spot on CTV, before moving to its regular timeslot of Sundays at 7 p.m. ET/PT beginning Feb. 8 –
– The Season 2 premiere encores Friday Feb. 6 at 9 p.m. ET on M3, Saturday, Feb. 7 at 7 p.m. ET on CTV Two and Sunday, Feb. 8 at 5 p.m. ET/PT on CTV –
– Viewers can enjoy Season 1 of MASTERCHEF CANADA exclusively on CraveTVTM –
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TORONTO (January 30, 2015) – Following a first season savoured by an average of 1.8 million Canadian viewers, CTV announced today that premier sponsor Kraft Canada returns with three participating partners for Season 2 of the hit culinary competition MASTERCHEF CANADA. Kraft Canada (represented by Starcom Canada) is back in the MASTERCHEF CANADA kitchen, and is joined by returning participating partners Alexander Keith’s (represented by UM) and Miele Ltd. (represented by Ron Christie Communications), along with newcomer RB (represented by Aegis Innov8). The four brands will be incorporated into the series in numerous ways when Season 2 of MASTERCHEF CANADA kicks off this Sunday, Feb. 1 immediately following SUPER BOWL XLIX on CTV and CTV GO. The series then moves to its regular timeslot of Sundays at 7 p.m. ET/PT beginning Feb. 8 on CTV. Encores of the premiere episode will air Friday Feb. 6 at 9 p.m. ET on M3, Saturday, Feb. 7 at 7 p.m. ET on CTV Two, and Sunday, Feb. 8 at 5 p.m. ET/PT on CTV.
“MASTERCHEF CANADA provides truly distinct opportunities for our four clients who perfectly complement, and seamlessly integrate into the series,” said Laird White, Director, Brand Partnerships, Bell Media. “We’re looking forward to unveiling the exciting executions and are delighted to again share this culinary adventure with our partners, and together inspire Canadians to get cooking.”
**Media Note** Download artwork for MASTERCHEF CANADA at BellMediaPR.ca
The CTV Brand Partnerships team has been working closely with all four clients on customized activations and original branded content. Full details for each partner’s executions are below.
Back for its second season, premier sponsor Kraft Canada is integrating much-loved brands Kraft Peanut Butter, Philadelphia Cream Cheese, and Touch of Philadelphia Shredded Cheese into Season 2 episodes of MASTERCHEF CANADA. Kraft Canada worked with the production team to create custom challenges with the products being featured prominently as ingredients. Kraft Food Hacks feature a recipe “hacked” from the series each week and recreated with select Kraft ingredients. Kraft Food Hacks will be featured on MasterChefCanada.CTV.ca, KraftCanada.com, the Kraft Canada YouTube channel throughout Season 2, and will be promoted with custom ads on broadcast, digital, and social media channels.
Consumers will see Philadelphia Cream Cheese limited-edition MASTERCHEF CANADA-branded packaging at retail, which will include a recipe from a dish featured this season. The recipe will also be featured in print ads. Kraft Canada will further support MASTERCHEF CANADA with promotion on KraftCanada.com, and various social media channels.
Alexander Keith’s returns for a second year as a participating partner. To celebrate the partnership, a MASTERCHEF CANADA-branded cutting board will be available with each purchase of Alexander Keith’s IPA 24-bottle packs beginning in February (excluding Québec, while supplies last). Alexander Keith’s will also create custom culinary-inspired, and MASTERCHEF CANADA co-branded, commercial spots that will air during the broadcast. Alexander Keith’s will be available in the MASTERCHEF CANADA pantry during production, and will receive placement within the series.
Miele Ltd. returns for a second season as the official appliance partner of MASTERCHEF CANADA. The Season 2 home cooks use only Miele Ltd. appliances in the kitchen, and they will be featured prominently throughout the season.
RB joins MASTERCHEF CANADA this season, with Lysol Power & Free as the “Official Cleaning Partner of MASTERCHEF CANADA.” Custom creative will highlight messy moments throughout the season, and this content will air in commercial breaks during CTV’s broadcast. RB will also showcase Finish Quantum brandsell throughout the season.
The MASTERCHEF format is represented internationally by Shine International, the sales and distribution arm of Shine Group, and is based on a format originally created by Franc Roddam.
MASTERCHEF CANADA is produced by Proper Television in association with CTV. President of Proper Television, Guy O'Sullivan is executive producer, along with Proper's Vice-President and Creative Director, Cathie James. Shine America's Paula Warwick is Creative Consultant. For Bell Media, Tina Apostolopoulos is Production Executive, Factual and Reality, Independent Production. Robin Johnston is Director, Factual and Reality, Independent Production. Corrie Coe is Senior Vice-President, Independent Production. Mike Cosentino is Senior Vice-President, Programming, CTV Networks. Phil King is President - CTV, Sports, and Entertainment Programming.
Source: Numeris (formerly BBM Canada), Jan. 20 – April 28, 2014, final data
CTV is Canada’s #1 private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV has been Canada’s most-watched television network for the past 13 years in a row. CTV is a division of Bell Media, Canada’s premier multimedia company with leading assets in television, radio, digital, and Out-of-Home. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. More information about CTV can be found on the network’s website at CTV.ca.