Food Network has viewers dreaming up impossible missions

The net is pumping its Dinner: Impossible premiere by offering up a celeb chef for a social night.

Alliance Atlantis’ Food Network is inviting viewers to dream up food challenges for Dinner: Impossible host Robert Irvine (pictured), for a chance to win food catered by the celeb chef. Viewers are invited to write up the social occasion of their dreams – from backyard beach parties to the perfect meal for a surprise romantic proposal – and submit by email.

Dinner: Impossible premieres on Wednesday, October 3 at 10 pm ET. The show puts the chef to the test preparing meals in strange circumstances and limited time frames for film peeps, football execs or tough critics. Eps have the chef using only tools and ingredients from the 1700s, or an inexperienced staff of teen boys, or a kitchen in a heat-sensitive house made of ice and snow.

Irvine will visit Toronto on September 25 and 26 to promote both the series and his new book with Harper Collins, Mission: Cook. The first 10 to enter the challenge get a copy of Irvine’s book, the winner gets him (catering) on the night of September 25.

The net is also supporting the show with regional online efforts across‘s newsletter, blog and home page – driving Food Network Insiders to the website to view a 30-second promo and encouraging them to send the link to friends. The series launch will be promoted via radio, print, out-of-home and online ads in Toronto and Vancouver, with all creative developed in-house.

The net is also running a dinner for eight contest, sponsored by Kimberly-Clark’s Scott Towels, that gives viewers a chance to get served by Ricardo, host of Ricardo and Friends, which returns with a new season weekdays at 1 pm ET and 7 pm ET, starting October 1.