New Original Online Series “REFINED” Announced

Toronto chef to host new web show.

Jennifer Coxby Jennifer Cox


Bell Media and Toyota Canada Inc. announced their collaboration on a new web series called "REFINED," hosted by restauranteur and oyster shucker Patrick McMurray.

The host, who owns the two Toronto culinary hotspots Starfish and The Ceili Cottage, is off in search of the "finer things in life." The 12-episode series rolls out once-per-week on Mondays until June 15th at

“'REFINED' is a market-leading integrated sponsorship series that takes viewers on an in-depth cross-country tour of the finer things in life,” said Nancy McConnell, Vice-President of Digital Sales at Bell Media, in an official press release. “The series content meshes perfectly with the Toyota Avalon brand. Bell Media is very happy to be part of this exciting collaboration.”

All of the episodes include co-branded opening graphics, product integration, and two Toyota promotional pre-rolls exclusive to the microsite. The episodes will also be promoted with a series of animated and static display banners to run across Bell Media’s digital properties. All episodes will be housed in a custom Discovery microsite with a large-format embedded video player and a Toyota Avalon photo gallery.

“The series content mirrors the refinement and great experiences drivers and passengers enjoy when in the Toyota Avalon," said Warren Orton, Marketing Director at Toyota Canada.  "We're excited to have each of the 'REFINED' episodes feature the new Toyota Avalon, and to have the Avalon amplified on Bell Media's digital properties."

McMurray won the World Championships of Oyster Opening in Galway, Ireland in 2002, and became the Guinness World Record holder soon after by shucking 33 oysters in one minute. He beat that record in 2010 by shucking 38 oysters in one minute. McMurray has also written a book about oysters called "Consider the Oyster – A Shucker’s Field Guide."