W Network steps into the kitchen

Lynn Chambers, VP of client marketing, on why the Corus channel is getting into foodie game shows with Pressure Cooker, and how lead sponsor Walmart is integrating into the show.

This October, Corus Entertainment’s W Network is stepping into the kitchen with its first original game show-style food program, Pressure Cooker.

The premise for the show has contestants and guest food experts like British restaurant critic Giles Coren working with a branded pantry of ingredients from Walmart, as well as a timed conveyor belt of random ingredients that will come by at random during the show.

Lynn Chambers, VP of client marketing, Corus Entertainment, tells MiC the show is meant to mimic the experience the W Network’s target of urban women aged 25 to 54 has each night at home, deciding on the meal they will prepare based on what is in the kitchen paired with a couple additions.

Chambers says Walmart was interested in getting involved with the show, which is going into production this week, because it meshes well with its target audience and use of everyday food items.

ESKA Water is also on as the official water sponsor of the show.

The show is being produced by Bristow Global Media and is based on an original concept created by Jamie Oliver’s Fresh One Productions.