‘Top Chef Canada’ viewers amused by product placement, annoyed by lack of diversity

The debut episode of "Top Chef Canada" premiered Monday night in the style that every unscripted television show worth its weight is expected to nowadays: accompanied by a few viewers who shared their real-time reactions online.

Food Network Canada set up its own live blog for the series, which has promised input from host Thea Andrews and head judge Mark McEwan, along with guest judges and competitors.

Photos from official premiere parties in Toronto and Vancouver reflected the enthusiasm for the northern version of the U.S. showdown that debuted five years ago.

But a more honest appraisal of the action could be found on Twitter.

The fact only three of the 16 competing chefs were women, six were from Toronto, and didn't reflect much multiculturalism overall, remained a sticking point with viewers who crave more diversity in their reality television diet.

Conspicuous product placements, meanwhile, seemed to both amuse and confuse viewers.

When the chefs were shown shopping at a Loblaws store in downtown Toronto, one tweeter wondered why they wouldn't have opted for the more genuine St. Lawrence Market nearby instead. Reactions immediately pointed out the latter wasn't a sponsor.

"This episode of 'Top Chef Canada' is already the 'Citizen Kane' of product placement," tweeted marketing consultant Max Valiquette early in the show. "A movie in which even the sled was unbranded, by the way."

Yet, the sponsorships reflected the fact such U.S.-style branding deals have now made their way into a Canadian production, even one in which Todd Perrin of St. John's, Nfld., who was challenged to prepare a dish most reflective of his personality, picked seal flipper.

The sponsorship from Polysporin, whose formula and bandages might be helpful to keep around the kitchen in case of a knifing accident, also stood out as unusual.

Most charming of all, perhaps, was the fact francophone competitor Francois Gagnon of Montreal, who swore like any good chef should, didn't have his curses bleeped out.

Rather, the captions just translated the words as "I'm frustrated."

"Top Chef Canada" will air Monday at 9 p.m. ET and 10 p.m. PT on Food Network Canada, for the next 12 weeks, with contestants eliminated until one gourmet is left standing with $100,000 in cash and a GE Monogram kitchen valued at $30,000.

(CP Photo)