Top Chef Canada announces three new sponsors

Quaker, Stoneleigh wines and Night Picker join Interac, Lexus, Mill Street and Kid Food Nation for season nine.
Top Chef Canada

Three new sponsors have been announced for Top Chef Canada‘s ninth season, joining four returning brand partners. The new season will start airing on Corus Entertainment’s Food Network Canada on April 19 at 10 p.m. ET.

Corus Entertainment announced on Wednesday that Quaker, Stoneleigh wines and Night Picker, a culinary social media app, have joined the number two program on Food Network Canada, with Interac, Lexus, Mill Street Brewery and Kid Food Nation reprising their sponsorship roles. The series was up 27% across linear TV (among adults 25-54) last year compared to Season 7, reaching four million Canadians across all channels.

Quaker makes its debut on the series this year, featuring its products in the locker room at the chefs’ breakfast station. The brand will be featured in a challenge where the chefs are required to bake, flip or fry a dish to perfection utilizing Quaker’s new Oat Flour.

“Oat flour is still a relatively new flour choice for Canadians,” Logan Chambers, senior director of marketing for Quaker tells Media in Canada, “so we wanted a platform that not only shines a spotlight on our new Quaker Oat Flour innovation, but one that could educate Canadian consumers on why and how to use the product.”

According to Chambers, the Top Chef Canada partnership is “the pinnacle” of PepsiCo Foods’ media support on Quaker Oat Flour, which will be amplified with buys on Amazon FireTV to drive traffic to the Quaker-sponsored episode.

Night Picker is sponsoring the Top Chef Canada Culinary Skills Race Challenge, and is promoting the app’s new PANTRY feature, which connects foodies to local restaurants and producers. Julie Guyard, the founder of Night Picker, tells MiC that Top Chef Canada is its first external sponsorship. As it is watched by restauranteurs and food lovers – who make up the apps clients and user base – it’s a fit for the national rollout of PANTRY.

The final new sponsor, Stoneleigh, is featured in a challenge where the chefs have to create a dish that pairs with Stoneleigh’s Sauvignon Blanc from New Zealand.

Interac, which returns for a fifth season, provides Canada’s Top Chef with the $100,000 grand prize, as well as backing a restaurant concept challenge called Takeout Wars. Interac Debit will be used to purchase ingredients during challenges throughout the competition.

For its second year as a series sponsor, Lexus is awarding this year’s winner the Lexus RX Self-Charging Hybrid Electric SUV, and will be the series’ main mode of transport, bringing the judges and chefs to elimination challenges.

Mill Street Brewery is back as Top Chef Canada‘s exclusive beer partner and will host an elimination challenge at Mill Street Brewpub in Toronto, focusing on locally-inspired dishes and ingredients.

Kid Food Nation, the government’s program to promote food skills among youth, returns, featuring (virtually) food-loving kids from the Boys and Girls Clubs of Canada who will share their favourite dishes. The chefs, in turn, must recreate each dish during a Quickfire challenge, producing a Top Chef-quality plate. President’s Choice Children’s Charity will award the winning mini-sous-chef $5,000 for their local Boys and Girls Club to incorporate new growing and cooking activities into their Kid Food Nation program.