TV networks never miss a chance to plug their programming (Exhibit A: Sunday’s Emmy telecast, filled with strategically placed promos for new CTV shows), but Shaw Media has taken the concept a step further by promoting its advertisements.
Shaw this week began running a series of promos this week promoting S. Pellegrino 3 Days to Fame, a custom mini-series created for the S. Pellegrino brand that will air during commercial breaks of the Food Network Canada series Chopped, beginning next month
Developed by Shaw’s Marketing Ventures team, the customized program follows the Canadian regional winner of the 11th annual “S. Pellegrino Almost Famous Chef competition,” held last March in California’s Napa Valley. The series will feature a behind-the-scenes look at the competition.
Each “episode” of 3 Days to Fame will be spread across four commercial breaks during the Oct. 8, 15 and 22 airings of Chopped.
Commercials during those breaks will remind viewers to tune in for the next segment. The on-air campaign includes 30 and 15-second promo spots, a 10-second animated bug and a seven-second sponsor billboards. The mini-series will also run online at FoodNetwork.ca.
