Food Network Canada has sparked anger and frustration with its advertisements for the new season of Top Chef Canada — which premiered last night and pits male and female contestants against one another — that feature the male contestants grouped together above the slogan, “this kitchen is no place for a woman.”
The advertisement makes sense when put alongside the female advertising counterpart, which features the women contestants and the slogan “Is that all you got boys?” But the controversial language was enough to provoke anger on Twitter and feminist blogs, who say that the advertisements are blatantly sexist.
Female chefs and Food Network fans have taken to Twitter to express their frustration at the advertisements, saying, “see this is why I don’t have TV” and “not digging this ad campaign.”
— The Grind House (@GrindhouseTO) March 11, 2014
According to Eater Vancouver, the network responded with: “The fourth season of Top Chef Canada showcases the Nation's best chefs and, for the first time ever, an even number of men and women face off in a culinary battle of the sexes that challenges them mentally, physically, and emotionally,” which isn’t really much of a response. Food Network Canada did not respond in time for comment.
Joanna Fantozzi is an associate editor at The Daily Meal. Follow her on Twitter @JoannaFantozzi