Food Network Canada is launching a national multi-platform marketing campaign in support of the April 11 premiere of its new original series Top Chef Canada.
The eight-week campaign was developed in-house by Shaw Media’s marketing team in partnership with digital artist Brett Simms, and includes sponsorships, radio, newspaper, wrapped streetcars, reusable grocery bags, and postcards.
The bulk of the campaign is running in Toronto, Calgary and Vancouver, and targets adults 25-54. Three creative executions see cooking utensils integrated within three iconic Canadian landmarks. For instance, a saltshaker acts as a lighthouse in a scene of a coastal shoreline.
“Infused with images of iconic Canadian landmarks, this campaign speaks directly to Canadians in a way we’ve never done before and has the potential to make Top Chef Canada a household name,” said Solange Bernard, director of brand and publicity for the lifestyle channels at Shaw Media, in a release.
The Shaw owned network is also extending the campaign with help from promotional partners GE Monogram, Loblaws, and SpongeTowels.
Additionally, branded reusable grocery bags that will be distributed at St. Lawrence Market in Toronto and in Calgary (location TBD), for the first two Saturdays in April.
