Thing are getting saucy over at Shaw Media. The broadcaster has partnered with Starcom and its client ConAgra Foods on a new on-air promotion for ConAgra’s line of VH Sauces.
The promotion launched Monday and is built around Food Network Canada personality Roger Mooking, recently announced as one of eight judges for competitive reality series Chopped Canada.
Mooking will create 12 original recipes using VH Sauces that will be showcased in a series of 15-second vignettes airing across Shaw Media’s TV assets including Global Television, lifestyle channels such as Food Network Canada and HGTV, and their associated web sites.
The vignettes will appear in multiple program genres throughout the day said Errol Da-Ré, Shaw’s senior vice-president of sales. They will be distinguished from standard commercial because of the presence of Mooking, which lends them “a higher credibility factor,” he said.
Michelle Mitchell, strategy manager at Starcom, said the promotion is chiefly intended to promote VH Sauces’ Asian-inspired sauces. It is estimated that it will reach more than 85% of women 25-54 in English Canada, she said.
The recipes will also be featured in point-of-purchase materials created by OSL Marketing that will appear in more than 1,200 retail locations across the country. Shaw Digital will also produce co-branded ad units, custom newsletters and post the custom recipes on FoodNetwork.ca. Additional digital content will appear on VHSauces.com and a dedicated VH Sauces Facebook page managed by OSL.
The program is the latest example of Shaw’s continued strong work in the branded content/product integration space. The media company’s Marketing Ventures team, a unit dedicated to developing non-standard, customized advertising programs, completes between 40-50 such branded content projects in a typical year said Da-Ré.
