LG is testing out a new tactic in promoting its appliances this fall: partnering with a celebrity chef.

The company has inked a one-year deal with Canadian chef and TV personality, Chuck Hughes. The partnership will

The partnership will be activated with digital media, print and a PR push. A microsite dedicated to the partnership features Hughes cooking some of his favourite recipes, of course using LG appliances for every step. The deal with Hughes will be focused on promoting the LG ProBake Convection line of ranges and the LG Instaview Door-in-Door refrigerator.

Timed alongside the deal with Hughes, LG has also signed a deal to become the official appliance sponsor for Rogers Media’s Chatelaine, which will include visibility on print, digital and during the magazine’s segments on Cityline.

Valerie Malone, senior director of corporate marketing, LG Electronics Canada, said the deals with Hughes and Chatelaine both ladder up to the brand reaching its target of families, specifically moms aged 35 to 45.