Canada, on your cart. Get set. Go! CTV announced today a new brand partnership with Walmart Canada in support of the new CTV series SUPERMARKET SWEEP, premiering Sunday, Oct. 18 at 8 p.m. ET/PT on CTV, CTV.ca, and the CTV app. Launching tonight, SUPERMARKET SWEEP: CANADIAN EDITION is a multi-platform campaign unfolding as a mini version of the classic game show as the Fremantle-produced series reboot comes to CTV.
Produced by Bell Media Studios, SUPERMARKET SWEEP: CANADIAN EDITION features SUPERMARKET SWEEP executive producer and host Leslie Jones and ETALK’s Traci Melchor. The mini-sweep campaign follows four participants competing against each other in two separate face-offs, airing tonight (Oct. 15) and Friday, Oct. 16 on CTV’s ETALK (7 p.m. ET/PT on CTV).
The winner from each face-off competes in the finals airing during the series premiere of SUPERMARKET SWEEP on CTV (Oct. 18). The winner of SUPERMARKET SWEEP: CANADIAN EDITION will receive $2,500 in Walmart Canada gift cards, while an additional $2,500 will be donated to a Walmart Canada-supported charity of the winner’s choice.
“This customized collaboration demonstrates the exceptional content that CTV and Bell Media Studios can create to amplify international brands, while giving viewers a unique complementary viewing experience,” said Justin Stockman, Vice-President, Brand Partnerships and Client Strategy, Bell Media.
“Walmart Canada is thrilled to partner with CTV on SUPERMARKET SWEEP: CANADIAN EDITION. This initiative is a great opportunity to showcase our brand in a fun and interactive way. In these unprecedented times, we want to remind Canadians of our commitment to everyday low prices because as millions of customers experience every day, Walmart is the #1 place to save money on groceries,” said Tammy Sadinsky, Vice-President, Marketing Communications, Walmart Canada.
In partnership with media agency Mindshare, SUPERMARKET SWEEP: CANADIAN EDITION is inspired by challenges seen in the SUPERMARKET SWEEP reboot with unique branding elements woven into the mini-sweep challenges. All filming of the four participants was shot virtually.
The campaign also includes custom social media content and amplification across ETALK’s channels. Social audiences can put their supermarket savvy to the test in interactive versions of the mini-sweep challenges on @etalkctv’s Instagram Story. These multi-card features invite users to “play along” on their phones by leveraging the engagement tools unique to the Story surface in game play.
The fast-paced and energetic series SUPERMARKET SWEEP follows three teams of two as they battle it out using their grocery shopping skills and knowledge of merchandise to win big cash prizes. The original format aired from 1965-1967 and went on to become a worldwide sensation.
ETALK, the #1 entertainment newsmagazine in Canada, airs weeknights at 7 p.m. ET/PT on CTV and 7:30 p.m. ET/PT on CTV2.