Food Network Canada's latest advertising campaign for their fourth season of 'Top Chef Canada,' has left a lot of social media users accusing the network of sexism.
Corresponding with the premiere on Monday, the network released two posters for their "Battle of the Sexes" edition, which features seven females and seven males, according to Eater Vancouver. While each poster was gender specific (and included gender symbols in case of any confusion), each had a somewhat misleading tagline. The men's poster read, 'This kitchen is no place for a woman,' while the women's poster simply said, 'Is that all you got Boys?'
Now while the theme of gender wars on reality television (think 'Survivor' or other chef shows like 'MasterChef') is nothing new, we're not quite sure where the show's marketing team was trying to go with this. They may have been trying for tongue-and-cheek, but for the most part, it's widely known there is a huge imbalance between the number of male and female chefs in professional kitchen. On top of that, suggesting a place for a woman is in the kitchen is one of oldest sexist jokes around — and was never really funny in the first place.
Last fall, Time Magazine's "Gods of Food' edition, highlighting the world's biggest influencers in the culinary world, failed to include one female chef. The magazine argued there was no attempt to exclude women and the reality is the chefs' world is still a "boy's club," notes Eater.
"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."
And while we saw mixed emotions on the show's Facebook page, Twitter users called the campaign sexist, disappointing and gross.
— Uncle Scott (@Evilatthebar) March 10, 2014
Obvs there has already been a brouhaha re: this and obbbvs it's just a gross marketing ploy. But REALLY? Gross. pic.twitter.com/ztBIpAHkO9
— Jen Agg (@TheBlackHoof) March 11, 2014
What do you think? Is this ad sexist? Let us know in the comments below.