Café Appliances, a GE Appliances Canada brand, has signed a new long-term partnership with Canadian interior designer and TV personality Sarah Baeumler, making her the official Café Design Ambassador.

Baeumler may be best known for her TV appearances alongside husband Bryan Baeumler, including a Canadian Screen Award nomination for hosting Island of Bryan. She is also an interior designer, has a line of furniture and decor and runs a vacation retreat business.

The Café brand, launched in Canada by GE in 2019, is a decor-focused premium appliance brand that allows personalization of kitchens with customizable hardware and a range of finishes.

A big focal point of the multi-year partnership will be paid advertising from Café featuring Sarah Baeumler that starts in June. It will include digital and social media elements, with Media Experts handling media placements and digital creative coming from Arrivals + Departures. Craft PR is taking care of all PR components.

In the meantime, other elements of the partnership have already begun, namely digital extensions on Café’s website, with a more extensive digital experience emerging in the coming weeks. Baeumler will also be part of Café’s in-store activations, PR, digital content and social media.