Shaw Media is taking a new approach to branded content on Food Network Canada this fall with the “miniseries” S. Pellegrino 3 Days to Fame.

The product of a partnership between Shaw and Nestle-owned S. Pellegrino, a sparkling water brand, the miniseries will air during the commercial breaks of three episodes of food competition series Chopped.

Created in-house by Shaw Media, in association with media agency ZenithOptimedia, the execution marks the first time Shaw Media has blurred the lines between content and marketing to this degree, says Shaw Media SVP of sales Errol Da-Ré.

S. Pellegrino 3 Days to Fame will offer an inside look at the experiences of chef Jean-Christophe Comtois during the S. Pellegrino Almost Famous Chef Competition, of which he was this year’s the Canadian regional winner. Each of the miniseries episodes will be broken into four breaks, airing immediately following a segment of Chopped on Food Network Canada.

“It will be difficult to tell the difference between the mini-series and the show itself,” says Da-Ré. “A lot of viewers probably won’t be able to tell it is a commercial.”

Food Network Canada personalities, including Mark McEwan, head judge on Top Chef Canada and Susur Lee, who will be a judge on the first season of Chopped Canada in winter 2014, will also be featured in the miniseries.

Also new for Shaw Media with this initiative are promo spots for the miniseries that will start airing next week on Global Television, Food Network Canada, HGTV and Slice, urging people to watch the commercial breaks of Chopped for the miniseries. Episodes of S. Pellegrino 3 Days to Fame will also be available on Foodnetwork.ca.

S. Pellegrino 3 Days to Fame will air during the episodes of Chopped on Oct. 8, 15 and 22 at 9 p.m. on Food Network Canada.

From Media in Canada (edited)