 |
Visa Canada has launched a contest in which the winner will receive free groceries for a year.
The contest began earlier this month and continues through May 31. Visa cardholders are automatically entered each time they use their Visa cards at grocery stores and supermarkets during this time period.
Visa is promoting the contest through a multimedia advertising campaign that includes a 30-second television spot, a double-page ad in Ricardo magazine, online advertising and 10 different out-of-home executions.
In the TV spot, a sumo wrestler is shown walking through a supermarket and piling up a large supply of groceries in a cart, while other store patrons look on in shock.
Cooking show host Ricardo Larrivée will also mention the contest on his French-language television show Ricardo, which airs on SRC. Integrated messaging, in the form of seven-second animated clips and abbreviated versions of the television spot that appears alongside closing credits, will also appear on Larrivée’s English-language show Ricardo & Friends, which airs on Food TV and Slice.
A microsite that allows visitors to build and print out their shopping list using an interactive tool has been created, as has an online creative execution that shows groceries dropping into a cart.
Brenda Woods, vice-president of marketing for Visa Canada, says the goal of the campaign is to encourage consumers to use their Visa cards when buying groceries.
“It’s one of those categories where people don’t use their credit cards as much as they do in other categories, like retail,” says Woods. “We’re trying to change a habit.”
To achieve this objective, Woods says the campaign was designed to hit consumers at multiple touch points, from the home to the stores themselves.
Toronto’s Leo Burnett developed creative for the television and magazine executions, as well as the out-of-home components. These include transit shelter and mall advertisements placed within 1,000 feet of major grocery stores in Toronto, Montreal, Vancouver, Calgary and Ottawa. The TSAs show grocery items such as coffee, eggs and bread, with creative updated every three to four weeks.
In addition, Motomedia Trucks will appear at select grocery store locations and distribute Visa-branded grocery bags.
Online advertising for the campaign was created by Arc Worldwide, with Starcom Worldwide handling the media buy. Both Arc and Starcom are divisions of Leo Burnett. French translation of the creative was done by Montreal’s Martel et compagnie.
