CBC has announced its first brand partners for daytime talk show The Goods, with Butterball and Sunwing signing on as full-season sponsors and Ebates.ca and the genealogy company Ancestry.ca signing integration deals.
Jessi Cruickshank, Steven Sabados, Andrea Bain and Shahi Massoud host the one-hour program, which debuted Oct. 3 and runs through April. Each host has a particular area of expertise, with Cruickshank handling style and fashion, Sabados responsible for home and design, Bain addressing relationships and wellness, and Massoud responsible for food.
Jean Mongeau, general manager and chief revenue officer for CBC & Radio-Canada Media Solutions, said that The Goods builds on the public broadcaster’s long history of creating quality daytime programming, while the show’s multi-faceted approach helps it appeal to a broad range of advertisers.
“This show touches on so many content themes that there’s pretty much no client category that wouldn’t be a natural fit,” added Robin Neufeld, director of content marketing and strategic solutions for CBC & Radio-Canada Media Solutions. “I’d be surprised if we’re ever capable of stumping the producers in coming up with a very natural integration opportunity for any of our partners.”
Developed with Brandfire Marketing Group, the Butterball partnership leverages an existing relationship with Massoud, a chef who works as a spokesperson for the brand. The new partnership includes both broadcast and digital sponsorship, audience giveaways, shareable social content and in-show cooking segments featuring Massoud, during which he will showcase some of the company’s lesser-known products.
“They saw this is an opportunity to broaden that partnership by leveraging the power of television and our digital [properties],” said Neufeld. CBC also created three custom brand-sell spots in a studio created specifically for brand partners. “It’s quite versatile for an array of client categories,” said Neufeld.
Developed in association with VMC Media, the Sunwing partnership includes custom-created 10-second spots, lower thirds and closed-captioning sponsorship, as well as giveaways and a sponsored contest. “As opposed to putting all their dollars into one big magical brand-sell creative, it’s much more versatile to use a series of forms of short-form creative,” said Neufeld.
It will also include in-studio integration featuring a Sunwing representative providing travel tips, as well as six digital field pieces highlighting different aspects of Sunwing resorts shot at two separate resorts.
The Ancestry.ca sponsorship, developed with OMD Canada, will see each of the show’s hosts undergoing DNA testing, with the results being announced on the air. The Ebates.ca partnership was developed in association with Ocean Media.
