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07 June 2010

Brand new reality cooking show hits Singapore shores

The FairPrice Family Cook Off calls for Singapore families to participate in the new exciting television programme

Brand New Media and NTUC FairPrice, Singapore's leading supermarket retailer, announced today their partnership with Mediacorp for a new reality television cooking show, a first of its kind in Singapore.

The "FairPrice Family Cook Off" show, created by Brand New Media and sponsored by FairPrice, will be a showcase of Singapore's cultural diversity, and is designed for everyday "family" cooks, not culinary experts or trained chefs. It celebrates the talent and cohesiveness that everyday Singaporean families demonstrate in the kitchen.

Eight families of four will compete head on in this programme to find Singapore's best "family" of cooks, dishing up innovative and fresh meal ideas each week. There is a strict policy barring chefs and people with culinary qualifications entering the competition.

Applications to audition for the first series of the FairPrice Family Cook Off are open from (Tuesday), 1 June 2010, to midnight, (Wednesday), 30 June 2010. Full details and entry are available at www.cookoff.com.sg

Shortlisted families will be invited for an audition during the first two weeks of July to select the eight families that will participate in the programme.

Brand New Media will be looking to cast a range of "family" units - the traditional Mum, Dad and two children; Great Grandma, Grandma, mother and daughter; groups of relatives who enjoy cooking together.

Brand New Media Format Creator Damien Bray said Singapore has always been imbued with strong notions of family values and cohesiveness as a culture, which is why it is customary for Singaporeans to entertain family and friends with simple home cooking.

"This will be a really unique cooking competition where families from various ethnic backgrounds have the opportunity to demonstrate their fantastic skills and individual cooking style," Bray said.

"The competition is about real people who have a love for cooking for family and friends. Each of the family teams will be given some simple common ingredients and will be judged based on what they create with these in their own unique style."

Commenting on the programme, Mr Seah Kian Peng, CEO (Singapore), NTUC FairPrice said: "This new programme format has garnered much success overseas and we are excited to be able to work with our partners in bringing this to Singapore. The FairPrice Family Cook Off not only gives us a new and refreshing way to reach out to the community, but is also in line with our commitment to promote family bonding through fun activities such as preparing healthy home-cooked meals."

The winning family of the "FairPrice Family Cook off" stands to win an all-expense paid trip to Tasmania including complimentary lessons at a gourmet cooking school.

"FairPrice Family Cook off" will be aired on Mediacorp TV Channel 8 every Friday, at 8.00pm between October 22 to December 10, 2010. Replays of each episode will be aired on Sundays at 1.00pm from October 24 onwards.

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