Massimo Capra cooks up a feast for Samsung

Beloved celeb chef to pop up more frequently via new partnership

MISSISSAUGA, ON, May 3 /CNW/ - Massimo Capra, everyone's favourite mustachioed master of Italian cuisine and a host of the Food Network's Restaurant Makeover, will be making himself much more conspicuous this year after signing a new, one-year contract with Samsung Electronics Canada's Home Appliance Division.

Capra, whose Toronto restaurants Mistura and Sopra have earned him the reputation of being one of Canada's greatest champions of la cucina Italiana, will be popping up in unexpected places, such as new advertisements, packaging collateral, signs, posters, billboards and a string of other promotional materials to help raise awareness of Samsung's line of home appliances, which includes conventional and induction ranges, refrigerators, dishwashers, washers, dryers and microwaves.

"I enjoyed working with Samsung and the new induction range last year, and am looking forward to experiencing the company's complete home appliance line this year," said Capra. "From refrigerators and dishwashers to washers and dryers, Samsung's appliances are a hybrid of style and functionality that will fit perfectly into any home."

In addition to serving as a spokesperson, Capra will be providing Samsung exclusive recipes to be used with the company's ranges.

Capra's penchant for cooking with locally grown, organic food is as well known as his insistence on using only the finest Italian oils, cheeses and vinegars for his recipes. He has incorporated both his passion and preferences into his widely sold cookbook One Pot Italian Cooking, and continues to expand his collection of recipes with frequent visits to his native Italy and the gastronomic jewels of New York City.

"Massimo's infectious passion for Italian cuisine and his lovable persona will help Samsung highlight the numerous superior features of our products," said Warner Doell, vice president of Home Appliances, Samsung Electronics Canada. "What better way to demonstrate the attributes of our products than to have someone as revered as Massimo show Canadians how they contribute to the art of cooking."

Carpa's partnership with Samsung began in April and will continue through to the end of March 2011.

About Samsung Electronics Canada Inc.

Samsung Electronics Canada, Inc. (SECA), a wholly owned subsidiary of Samsung Electronics Co., markets a broad range of award-winning digital consumer electronics, information systems, telecommunications and home appliance products.

SECA upholds Samsung's mission to provide consumers with innovative digital convergence products that possess exceptional technology, quality, features, performance and value. The company oversees the Canadian operations of Samsung's consumer electronics and home appliance division, as well as its wireless terminals and information technology division.

Samsung has been a global TOP sponsor of the Olympic Games since 1997 and has been a presenting sponsor of the Olympic Torch Relay from 2004 to 2008. Also through Samsung's Four Seasons of Hope charity, Samsung helps athletes and celebrities raise funds for their respective charities, including the Wayne Gretzky Foundation in Canada. Samsung is also a proud sponsor of Hockey Canada, Stars on Ice and is the official HDTV sponsor of the NFL.

For customer service inquiries, please call 1-800-SAMSUNG (1-800-726-7864), and for more information, please visit www.samsung.com.

For further information: Sonia Prashar, Brock Penner, APEX Public Relations Inc., [phone] ext. 223, 226, [email protected], [email protected]