LES CHEFS! is back for a fourth season and Ultra Absorbent SpongeTowels® is alongside contestants, ready to tackle any mess they cook up

For the second consecutive season, Quebec's favourite paper towels, SpongeTowels®, is the official paper towel of LES CHEFS!

MONTREAL, June 18, 2013 /CNW/ - The fourth season of LES CHEFS! premiered last night to great fan-fare, and SpongeTowels® paper towels is excited to support local aspiring chefs through our partnership with LES CHEFS! for a second consecutive year. As we all know in Quebec, it's SpongeTowels®.

LES CHEFS!, the #1 summer show for three consecutive years on Radio-Canada Television, continues to captivate Quebecers with culinary challenges that promote talented chefs-to-be to create delectable dishes that reflect the diversity of our Quebec culture. SpongeTowels®, lead by the infamous Spongie, the only paper towel with double-sided Sponge Pockets, is ready to clean this season's kitchen spills!

"SpongeTowels® is a strong supporter of LES CHEFS! An inspired fit for the show, SpongeTowels® delivers great value with its partnership of the online consumer contest and interactive voting element," says Jean Mongeau, General Manager of Radio-Canada's Revenue Group.

The brand sponsors "LE DUEL" contest, the most popular feature of the show, during which the two bottom chefs compete for survival. Consumers interact online by voting for the chef they think will win. Courtesy of SpongeTowels®, consumers have the chance to win a VIP culinary weekend, which includes dinner for two at one of the judges' restaurants: Normand Laprise's Le Toqué! in Montreal, or Jean Luc Boulay's Le Saint-Amour in Quebec City.

"Every contestant can be as inventive as they desire and not hold anything back because SpongeTowels® have strong, fast and absorbent Sponge Pockets that can tackle any mess" says Nancy Marcus, Corporate Vice President, Marketing, Kruger Products.

Join this season's 13 aspiring chefs as they compete to prove they have a unique combination of culinary skills and unparalleled creativity to stand out and become future leaders in the Quebec haute cuisine. Watch as SpongeTowels® supports these contestants every step of the way, cleaning up spills and tackling messes, so that, ultimately, one of them will battle through eliminations and dazzle the judges to claim championship status.

To support SpongeTowels®' on-air partnership and product integration, the brand is fused with LES CHEFS! throughout a variety of other channels. The award-winning SpongeTowels commercials featuring Spongie are running during the shows each week and online. As well, Point-of-Sale communications including on-pack stickers, base wrap and case cards reinforce the brand's partnership and strong tie with the program.

Integrated sponsorships are a major part of the SpongeTowels® brand. We're focused on creating programs we know that our consumers will enjoy and value. In addition to our major partnership with LES CHEFS!, SpongeTowels® has supported the annual Scotties Tournament of Hearts, which will be held in Montreal in February 2014, and the Canadian Breast Cancer Foundation for more than 32 and 7 years, respectively. Both programs aim to increase awareness and drive much needed financial contributions to the organizations.

For more information about SpongeTowels, please visit www.spongetowels.ca.

About Kruger Products L.P.
Kruger Products L.P., based in Mississauga, Ontario, is the leading Canadian manufacturer of premium quality tissue, paper towels and napkin products for consumer (in-home), industrial and commercial (away-from-home) use. Our well-known consumer brands include Cashmere® bathroom tissue, Purex® bathroom tissue, Scotties®' facial tissue, SpongeTowels® paper towel, White Swan® and White Cloud®; while our leading away from home brands include Embassy®, White Swan® and Esteem®. For more information, visit www.krugerproducts.ca.

SOURCE: Kruger Products L.P.

For further information:

For media inquiries, please contact:

Martin Merlino
VP Planification Stratégique

Wendy Mommersteeg
Category Director - Paper Towels
Kruger Products L.P.


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