It is gratifying to see a health insurance company not act like one when it comes to traditional stodgy branding. Aetna is partnering with Celebrity Chef Bobby Flay and others to conduct a 10 city competition open to the public to take home the title of America's Healthiest Cook and win $10,000 in kitchen appliances. Look out for Texas stops in San Antonio on October 2nd and 3rd, 2010 and Houston on October 9th and 10th.

Original Source: Celeb chef weighs in on cook-off | Business Insurance.

Aetna Press Release: http://www.aetna.com/news/newsReleases/2010/0831_BobbyFlay.html