Keurig, which specializes in single-cup brewing systems, is offering viewers a “behind-the-beans” look at the Food Network Canada show Restaurant Takeover in a new marketing partnership with Shaw Media.
Developed in association with PHD Canada and Sid Lee, the campaign promotes Keurig K-Cup packs with creative that depicts behind-the-scenes conversations between the stars of Restaurant Takeover.
The two 30-second spots are similar in look and tone to the show. They depict the show’s three stars – chef Corbin Tomaszeski, designer Paula Velez and contractor Igor Shamraychuk – meeting about an upcoming episode, with Keurig playing a central role. The spots are designed to show the versatility of Keurig products by presenting a coffee that is just right for each star.
“Not everyone gets along, but at the end of the day there’s always a place and a time for a nice calming cup of coffee – and that’s what Keurig wanted us to get across,” said Errol Da-Ré, senior vice-president of sales for Shaw Media. “We were able to come up with a unique idea that they felt propelled the brand.”
Da-Ré said that the client asks included a marketing program built around some of its network personalities that could be seamlessly integrated into the show itself. “We were able to accommodate them on both of those fronts,” he said.
The campaign is targeting adults 25-54 with a female skew, with a media buy that includes Food Network Canada and associated Shaw Media properties including HGTV, History, Showcase, Lifetime and DIY Network. The four-week program begins Oct. 21.
