GE Monogram® on Board as Official Appliance Supplier

Loblaws®, The home of President's Choice™, Signs on as Official Grocer

Top Chef Canada Set to Launch April 11, 2011 on Food Network Canada

TORONTO, Jan. 26 /CNW/ - Shaw Media and Insight Production Company Ltd. announced today that GE Monogram and Loblaws have signed on as official sponsors of Top Chef Canada. The first season of Top Chef Canada will premiere April 11, 2011 exclusively on Food Network Canada.

Top Chef first launched in Canada in 2006 and has become a landmark program on Food Network's schedule, consistently ranking in Food Network's top 10 programs. As a proven audience favourite, Shaw Media and Insight Productions are excited to introduce the popular format in Canada.  The partnerships developed with Monogram and Loblaws are ideal unions resulting in integrations that will enable both sponsors to reach a wide and relevant consumer base throughout the run of series.

The sponsorship agreements with Monogram and Loblaws are integrated deals that will provide extensive brand exposure in-show, on-air, in-store and online. As the official appliance supplier of Top Chef Canada, Monogram will supply over $200,000 worth of top-of-the-line Monogram kitchen appliances to fully outfit the Top Chef Canada kitchen. Monogram will also enhance the Top Chef Canada grand prize by providing the winner a custom kitchen valued at $30,000. Monogram will have significant exposure in all 13 episodes of the series as well as on-air through tagged promos, billboards and bumpers on Food Network Canada and in-store via promotional videos in authorized Monogram retail locations.

Loblaws', The home of President's Choice™, sponsorship as official grocer of Top Chef Canada is an exciting and fitting one. Depending on the Top Chef Canada challenge, Loblaws will open its doors for competitors to shop for all their grocery needs throughout the run of series. Through this unique sponsorship Loblaws will gain exposure in-show as competitors take to the store for groceries to fit the series challenges. The partnership extends on-air with tagged promos, billboards and bumpers on Food Network Canada as well as online as a presenting sponsor on Top Chef Canada pages of the site.

"Our partnerships with official sponsors, Monogram and Loblaws, have resulted in invaluable contributions for Top Chef Canada," says Errol Da-Re, Senior Vice President of Sales for Shaw Media. "These partnerships will generate unprecedented product integration opportunities enabling both sponsors to reach consumers in a variety of mediums including in-show, on-air, in store and online."

"We are absolutely thrilled to be the official appliance supplier of Top Chef Canada," says Philippe Meyersohn, GM of Marketing for GE Monogram Canada.  "It certainly will be exciting to see these talented chefs produce amazing and memorable dishes using our complete line of professional appliances.  We see this partnership as a perfect fit.  There is so much drama in Top Chef and we believe that nothing fuels drama and success in the home kitchen like a Monogram Professional Appliance!"  

"As Canada's leading grocery retailer we're very excited to be partnering with Top Chef Canada," says Allan Lindsay, Vice President Marketing, Loblaw Companies Limited. "This highly successful program is a natural fit for Loblaws stores which will offer the competitors an incredible selection and quality products, including our range of President's Choice® products - which are exclusively available in our stores."

Hosted by celebrated television personality, Thea Andrews and head judge, chef and restaurateur, Mark McEwan, Top Chef Canada will challenge 16 competitors' culinary skills and uncover if they have what it takes to be a top chef. Top Chef Canada will have audiences tuning in to watch the drama unfold each week and see who will be crowned Canada's Top Chef and take home the grand prize of $100,000 and a Monogram kitchen.

Food Network Canada is a Shaw Media network.

FOOD NETWORK is a trademark of Television Food Network G.P.; used with permission.

About Shaw Communications Inc.
Shaw Communications Inc. is a diversified communications and media company, providing consumers with broadband cable television, High-Speed Internet, Home Phone, telecommunications services (through Shaw Business), satellite direct-to-home services (through Shaw Direct) and engaging  programming content (through Shaw Media).  Shaw serves 3.4 million customers, through a reliable and extensive fibre network.  Shaw Media operates one of the largest conventional television networks in Canada, Global Television, and 19 specialty networks including HGTV Canada, Food Network Canada, History Television and Showcase.  Shaw is traded on the Toronto and New York stock exchanges and is included in the S&P/TSX 60 Index (TSX: SJR.B) (NYSE: SJR).  For more information about Shaw, please visit

Insight Production Company Ltd, headed by John Brunton & Barbara Bowlby has become an industry leader in the creative development, financing and production of highly rated television programs and cutting edge multiplatform content for the global market in every genre. Since 1979, it has been recognized for its reputation for outstanding quality as the recipient of numerous International awards, including multiple Gemini's. The company has created thousands of hours of groundbreaking television that continues to be broadcast over major networks worldwide. Broadcast Magazine International claims that "When it comes to adapting formats for Canadian audiences there is one producer who appears to have the Midas touch." Recent hits include Insight's original format Battle of the Blades; Canadian Idol; THE JUNO AWARDS, Canada's national music award show; Project Runway Canada, hosted by International Supermodel Iman; and The Jon Dore Television Show, currently airing on the Independent Film Channel.  Insight has recently begun production on their exciting new format Canada Sings!  which will hit the airwaves on Global in 2011. For more information visit

About GE Monogram
GE Monogram is a leading manufacturer of high end, professional appliances and is available exclusively at select independent dealers.  Only Monogram offers the breadth and depth of design choices that give you carte blanche to create a kitchen that is distinctively your own, and our professional appliances allow you to feel like a gourmet chef.  For a more detailed perspective on Monogram appliances, visit us at

About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 138,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

SOURCE News - Media

For further information:

Jaclyn Atwood-Powell
Publicity Manager, Lifestyle Channels
(416) 966-7293

Cathy Kurzbock 
Publicist, Food Network 
(416) 966-7501                                                                

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