Earlier this year, Crave PR was chosen by the Saskatchewan Pulse Growers to launch the “Discover Lentils” campaign featuring Celebrity Chef Michael Smith. Chef Smith is lovely to work with *and yes, he is even taller than he looks on camera!) In addition to national media relations, Crave PR coordinated an exclusive event for VIP media with Chef Smith at the lovely Rosemill Kitchen (adjacent to the Cookbook Store), as well as an appearance on City TV’s Breakfast Television in Toronto. The campaign resulted in some outstanding media coverage – Check out some of the media coverage highlights:
CTV News (Health Blog)
Canadian Lentils launch webisodes starring Celebrity Chef Michael Smith
“How-to” videos showcase versatility and simplicity of Canadian lentils
Canadian Lentils announced the launch of a new series of 12 webisodes starring Celebrity Chef Michael Smith. The online videos, available exclusively at www.lentils.ca, are packed with cooking tips and easy everyday recipes that highlight the simplicity and versatility of Canadian lentils.
“I love lentils, they’re a big part of my family’s food lifestyle,” says Chef Michael Smith, “I love how easy they are to cook, how healthy and tasty they are. They’re ideal! I had a great time on the prairies in Saskatchewan getting to know our lentil farmers and I’m proud to honour them with this menu of webisodes and recipes. I’m sure they’ll inspire your family to enjoy lentils as much as we do!”
Some of the recipes created by Chef Smith include Sneaky Lentil Cookies, Sweet Potato Lentil Chili, and Green Lentils with Bacon & Tarragon. Viewers can also watch Chef Smith visit Saskatchewan and meet lentil farmers from the Nagel Family Farm in Mossbank, Saskatchewan.
“Canadian Lentils is proud to partner with Chef Michael Smith because he genuinely supports local, homegrown foods and is incredibly creative in the kitchen,” said Rachel Kehrig, Canadian Lentils. “The entertaining and informative webisodes show Canadians the many ways to add lentils to everyday meals. We are excited to spread the word about the simple nutrition and hidden health benefits of lentils.”
About Canadian Lentils
Canadian Lentils is an Official Mark of Saskatchewan Pulse Growers (SPG). SPG is a not-for-profit organization that represents lentil producers in Saskatchewan. For more information, visit www.lentils.ca.
About Chef Michael Smith, Food Network Host, Nutritional Activist, Food Media Producer
Chef Michael Smith, Canada’s best-known chef is a passionate advocate for simple, sustainable home cooking and an inspiration for families creating their own healthy food lifestyle. He’s the winner of the James Beard Award for Cooking Show Excellence and host of Chef Michaels Kitchen, Chef Abroad, Chef at Home and Chef at Large seen on Food Network Canada and in more than 100 other countries.
Webisodes are available exclusively at www.lentils.ca.