Samsung said that Capra, whose two Toronto restaurants - Mistura and Sopra - have earned him a reputation as 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.

Massimo Capra

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, Samsung Canada vice president of home appliances.

"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," he added.

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