Marketing Campaign Highlights Entertaining Series Top Chef Masters and Chopped With Unique Executions
For more information visit: www.canwesttvmedia.com
TORONTO, Jan. 7 /CNW/ - This week, Food Network Canada launched a new marketing campaign in Ontario to drive awareness around the premiere of the brand new series Top Chef Masters and the new season of the hit show Chopped. Striving to continue expanding the channel's appeal, the campaign has incorporated two distinctly unique elements. For the first time in Food Network history the channel has developed advertising for vending machines and has created original print creative designed to "chop" through the clutter and garner immediate attention.
Targeting Adults 25 - 54 in Toronto, Kitchener, London and Ottawa the four-week campaign includes on-air promotion across Canwest channels, radio spots and print ads running in National Post, Metro, Toronto Star and Ottawa Citizen. Top Chef Masters is being promoted on vending machines via decals. Playing off of a "quick-fire vending machine challenge" seen in the new series, the decals challenge everyone to consider the possibility of creating a dish using only foods found in the vending machine. The Top Chef Masters branded decals are on vending machines in 500 locations across Ontario. The campaign extends online as this month's foodnetwork.ca cooking club challenge takes inspiration from Top Chef Masters with a vending machine inspired challenge. All vending machine decals drive to foodnetwork.ca/masters where users are provided the chance to vote on vending machine inspired dishes. The creative print ad promoting the new season of Chopped recreates a page of text in the newspaper with a massive Chopped branded cleaver cutting directly through the middle of it. Food Network is the exclusive advertiser on all pages of the newspapers in which this ad appears.
"Food Network continues to bring viewers a selection of broadly appealing and entertaining programming and the innovative elements in this winter's marketing campaign reinforces these efforts," said Solange Bernard, Director of Marketing, Lifestyle Channels, Canwest Broadcasting. "Developing inventive creative and securing ads in unexpected places reaches potential new viewers and reminds audiences that Food network is the number one destination for fun, food related content."
The marketing campaign and materials were developed by Canwest Broadcasting's Creative Agency and Marketing Strategy teams.
Food Network Canada is a Canwest Broadcasting channel
About Canwest Broadcasting
Canwest Broadcasting operates Global Television and eighteen of the country's most popular specialty channels, including HGTV Canada, Mystery TV, National Geographic Channel, Showcase, History Television, Food Network Canada and TVtropolis. Canwest Broadcasting is a division of Canwest Media Inc.
About Canwest Media Inc.
Canwest Media Inc. is a subsidiary of Canwest Global Communications Corp. (www.canwest.com), Canada's largest media company. In addition to owning the Global Television Network, operating 18 industry-leading specialty channels and having ownership in 5 specialty channels, Canwest is Canada's largest publisher of English language paid daily newspapers and owns and operates more than 80 online properties.
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SOURCE Food Network
For further information: For further information: Jaclyn Atwood, Senior Publicist, Food Network, HGTV and DIY Network Canada, Canwest Broadcasting, (416) 966-7296, firstname.lastname@example.org