General Mills serves up tasty television special

Pillsbury and Betty Crocker partner with Corus Entertainment on their first fully integrated baking contest.

L to R: Alexander Benedet, VP, marketing, Pillsbury & Betty Crocker Canada; Chef Lynn Crawford (Chopped Canada); Mijune Pak (Top Chef Canada); Brad Smith (Chopped Canada)

General Mills Canada is putting the frosting on the cake of “Bake It Possible,” concluding the online contest with a fully integrated television special of the same name.

Corus Entertainment partnered with General Mills on the hour-long special, which premiered on Food Network Canada on Sept. 23 at 8 p.m. (following the Halloween Baking Championship, another program sponsored by General Mills).

General Mills first launched its online “Bake It Possible” contest in Canada last year after running a similar contest in the U.S. for decades. Canadian participants were invited to submit their culinary creations using the company’s Pillsbury and Betty Crocker products.

However, the televised special is the first time that the contest’s 10 finalists baked their unique recipes for a panel of judges (pictured above) in front of the cameras. The crowned champion earned a $10,000 prize.

“For us, this is a ground-breaking model because it is the first time that General Mills Canada has partnered with a production company to create a national food competition,” says Kris Patton, brand PR manager at General Mills.

The idea was crafted by Corus Tempo, Corus’ client marketing division that was rebranded earlier this year following its integration of Shaw Media’s marketing ventures team.

The company says the program was designed to raise awareness of the Betty Crocker and Pillsbury brands and demonstrate their versatility in the kitchen.

Lynn Chambers, VP at Corus Tempo, told MiC in an email that the partnership was an effective way to generate content that appeals to the core audience of the Corus Entertainment-owned network, namely adults aged 25 to 54.

“Bake It Possible” will air again on multiple Corus Entertainment networks, including the Cooking Channel and Global on Sept. 30 and Oct. 7, respectively.