DFC sponsors new season of Fearless in the Kitchen

Targeting boomer women, Corus's Viva channel is debuting a new season of Fearless, integrating Dairy Farmers of Canada products into recipes.

Dairy Farmers of Canada is sponsoring Fearless in the Kitchen, a half-hour series airing this summer on Corus Entertainment’s Viva station. Fearless stars Christine Cushing aiming to transform the worst cooks into confident family-calibre chefs.

DFC’s sponsorship includes brand-sell and integration into recipes featured on the show, as well as billboards on Viva’s website where recipes are posted. DFC recently launched an ‘All you need is cheese‘ campaign, where the target demo was split between busy moms and cheese connoisseurs. DFC’s creative is handled by Taxi in Montreal and M2 Universal handles media buying for the Montreal-based brand.

Fearless in the Kitchen targets women aged 35 to 64, and will debut on June 5 at 7:30 p.m. This season’s kitchen-clumsy guests include Todd Shapiro of The Dean Blundell Show on Toronto’s 102.1 the Edge, and Zain Meghji, host of W Network’s How to Look Good Naked Canada. Produced by Toronto-based Fusion Television, the show will run for 13 episodes.