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
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
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
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
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:
VP Planification Stratégique
PALM + HAVAS
Category Director - Paper Towels
Kruger Products L.P.