Discovery Channel welds Canadian Tire tools with Canada’s Worst Handyman

The new season of the popular DIY reality show introduces handy Mastercraft product integration to aid the unhandy.

Discovery Channel will be highlighting Canadian Tire’s Mastercraft brand of power tools and other products in Canada’s Worst Handyman. Season four of the series, which pits hapless DIYers against each other in an effort to avoid the title of Canada’s worst handyman, is the first time it has incorporated product integrations.

Segments were also filmed in a Canadian Tire store. Borrowing a page from Project Runway‘s brand-integration script, in each episode contestants make a list of items to complete their task and then do a supply run at Canadian Tire.

The retailer is also sponsoring a web-based interactive game on the series’ website. The ‘Get What You Need and Win’ game launches on May 4, and gives users a chance to win gift cards from Canadian Tire by correctly choosing the right tools for reno projects. The show’s site also features bonus clips of the show, behind-the-scenes interviews, bios of the experts and contestants and episode descriptions. Full episodes will be available for online viewing one week after airing.

Canada’s Worst Handyman was Discovery’s second ranked program for adults 18 to 34, 18 to 49 and 25 to 54 in 2007/08. The new season debuts on May 4 at 10 pm ET/PT. The program is produced by Toronto-based Proper Television.