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TORONTO -- Vending machines are front and center in a new marketing campaign launched this week by Food Network Canada to drive awareness of the premiere of the new series Top Chef Masters.
The series began airing in Canada on Jan. 4 following its original broadcast in the U.S. last fall. On Top Chef Masters, 24 master chefs play for $100,000, awarded to the winner's favorite charity, and the title of Top Chef Master. The competition includes a "quickfire challenge" that measures basic skill sets, and an elimination that tests ingenuity and creativity as the chefs attempt to please both diners and judges in order to progress to the finals.
Targeting adults 25 to 54 years old, Top Chef Masters- branded decals are now on vending machines in 500 locations across Ontario. The four-week campaign plays off of the "quickfire vending machine challenge" seen in the new series, by challenging patrons to create their own dish using only foods found in the vending machine.
The vending machine decals drive patrons to foodnetwork.ca where visitors can be a part of this month’s cooking club challenge. By joining Food Network Canada’s online cooking club, visitors to the site can vote for their favorite of three vending-inspired recipes. Once the winner is selected, cooking club members are encouraged to make the recipe, post comments about it and share photos of the finished product.