Loblaws cuts sponsorship deal with Top Chef

Loblaws has signed a deal to sponsor the Canadian version of the popular Food Network TV show Top Chef.

The first season of Top Chef Canada premieres April 11 and will see 16 competitors match culinary skills. The winner gets crowned top chef and takes home $100,000 and a new kitchen.

As the official grocer of the show, Loblaws will be featured in certain episodes. Competitors will shop a store to pick up food items they need for specific challenges.

Loblaws will also get media exposure through on-air promotions, billboards and online at FoodNetwork.ca

The U.S. version of Top Chef has been shown on Food Network Canada since 2006 and has consistently ranked in its Top 10 programs, says Shaw Media, which operates the specialty channel.

The Canadian show is being hosted by TV personality Thea Andrews. Head judge is chef and restaurateur Mark McEwan.

"This highly successful program is a natural fit for Loblaws stores, which will offer the competitors an incredible selection and quality products, including our range of President's Choice products,” Allan Lindsay, vice-president of marketing at Loblaw Companies, said in a statement.