S.Pellegrino partners with Shaw Media

The brand and media co are creating a network-first branded miniseries set to air during Chopped in October on Food Network Canada.

Shaw Media has announced it has partnered with Nestle sparkling water brand S. Pellegrino to develop “S. Pellegrino 3 Days to Fame,” a miniseries set to air over the course of three episodes on the new season of Chopped on Food Network Canada.

Errol Da-Ré, SVP of sales for Shaw Media, tells MiC the miniseries will follow the Canadian regional winner, Jean-Christophe Comtois of the 11th annual S. Pellegrino Almost Famous Chef Competition that took place in California’s Napa Valley this past March. Each of the episodes will be broken into four breaks, airing immediately following a segment of Chopped on Food Network Canada.

The miniseries was created in-house by the team at Shaw Media, working with the team at ZenithOptimedia. Da-Ré says the execution marks the first time Shaw Media has blurred the lines between content and marketing to this degree.

“It will be difficult to tell the difference between the mini-series and the show itself,” he says. “A lot of viewers probably won’t be able to tell it is a commercial.”

Food Network Canada personalities, including Mark McEwan, head judge on Top Chef Canada and Susur Lee, who will be a judge on the first season of Chopped Canada in winter 2014, will be featured in the miniseries.

Also new for Shaw Media with this initiative are promo spots for the mini-series that will start airing next week on Global Television, Food Network Canada, HGTV and Slice, urging people to watch the commercial breaks of Chopped for the mini-series. Episodes of “S. Pellegrino 3 Days to Fame” will also be available on Foodnetwork.ca.

The mini-series will air during the episodes of Chopped on Oct. 8, 15 and 22 at 9 p.m. on Food Network Canada. A new series of Chopped launched on Tuesday Aug. 27 on Food Network Canada.