KitchenAid(R) Canada presents Food's first online cooking show

TORONTO, May 25 /CNW/ - KitchenAid(R), the brand synonymous with at-home chefs, presents Food's first online exclusive cooking show "Cooking Moments," giving viewers access to some of Canada's favourite celebrity chefs.

The first two "Cooking Moments" episodes launched mid-May and will run on until the end of 2010. Canadians can watch as KitchenAid(R) Celebrity Chef Rob Rainford invites special guests - and fellow KitchenAid(R) Celebrity Chefs - husband-and-wife duo Anna and Michael Olson and healthy-eating maven, Rose Reisman, into his kitchen.

This partnership is not only a first for Food, but also an expansion on KitchenAid(R) brand's advertising strategy. "We were looking to broaden beyond the traditional TV media buy into the evolving digital space in an effort to break through the clutter," says Kim Astley, brand manager, KitchenAid(R) Canada. "KitchenAid(R) is a brand for those who love to cook, so the partnership seemed a perfect fit."

"The site is a treasure trove for cooking enthusiasts; the "Cooking Moments" show, not only represents value-added content for our loyal visitors to enjoy, but it also leads the charge on media innovation," says Joe Strolz, vice president, sales and operations, Canwest Digital Media.

The first two episodes include special spring recipes, plus expert tips and tricks that can be executed by any aspiring or experienced at-home-chef. Additional episodes will air at Thanksgiving and the holiday season with new, unique and delicious recipes.

"We asked the chefs to share some of their favorite dishes, leveraging seasonal ingredients, and of course, the innovative features of our KitchenAid(R) appliances, many of which the chefs already use at home," continues Astley. "Our objective for each episode was to showcase the magic of connecting through food, and share authentic recipes that viewers can bring to life themselves."

For several years, Chefs Michael and Anna Olson have been ambassadors for the KitchenAid(R) brand. "Anna and I see the kitchen as the heart of our home and we really enjoy sharing our passion with fellow cooks," says Michael. "We love KitchenAid(R) products because they combine professional performance with the form, function and style that Canadians want in their kitchens."

The KitchenAid "Cooking Moments" program was created and managed by KitchenAid's media buying agency of record MediaCom. "For years, KitchenAid(R) has engaged consumers with exclusive culinary demonstrations by some of Canada's top chefs," says Anthony Hello, director of content, MediaCom Beyond Advertising. "The 'Cooking Moments' idea arose from a desire to bring the essence of those experiences to cooking enthusiasts across the country."

The total media buy will roll-over 17 weeks and is accompanied by seven months of online brand advertising with Food Network is a Canwest Broadcasting channel. Canwest D71 department produced the production of the episodes. Publicis created the "Cooking Moments" logo.

The first two episodes are available for viewing at

About Whirlpool Canada

Whirlpool Canada LP, is the country's leading marketer and supplier of home appliances delivering over 1 billion in revenue. Our portfolio of brands includes Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana and Inglis. The company's strategy is to foster loyalty for each of their brands - each having its own distinctive identity and offering innovative products to meet the needs of all Canadian consumers.

The company has approximately 350 employees and operates nationwide, with its head office located in Mississauga, Ontario and regional sales offices in Vancouver, BC and Laval, Quebec.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at Images are free to accredited members of the media/

SOURCE KitchenAid Canada

For further information: For further information: Maggie Waymark, Harbinger, Tele: (416) 960-5100 x263, Email:

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