‘The personalities are big, the tacos are bigger’ is just one headline-driven piece of stand-out creative hitting subways, billboards, websites and TV screens today as Food Network Canada launches its spring image marketing campaign. In an effort to continue to expand the channel’s appeal, Food Network’s four-week campaign features attention-grabbing, headline-driven creative dominating high traffic locales in each market.
The image campaign creative does double duty to reinforce the scope of the channel’s hugely appealing programming while at the same time highlighting entertaining attributes of five popular series launching as part of the spring schedule. Reinforcing that Food Network isn’t just about cooking, the bold, red, headline- driven creative delivers on the themes of each program ranging from challenge based to entertaining, story driven series. A few pieces of creative currently in market include the copy: ‘succeed or fry trying’ (Dinner: Impossible), ‘you can’t make an omelette without breaking a few egos’ (Food Network Challenge) and ‘the personalities are big, the tacos are bigger’ (Diners, Drive-Ins and Dives).
Targeting Adults 25-54 in Toronto, Vancouver, Kitchener, London and Ottawa the campaign focuses heavily on out-of-home executions and dominates each selected advertising medium. Starting today, Food Network’s image creative appears exclusively for run of campaign on adbars in over 100 grocery stores in Toronto and Vancouver. Clusters of the image creative dominate seven high-traffic TTC subway stations and Vancouver Sky Trains with platform posters, escalator posters and stair risers. Food Network has secured clusters of three horizontal billboards at high traffic intersections in all markets, highlighting a different piece of the image creative on each corner .The campaign is also supported on-air across Canwest channels and online on lifestyle and entertainment websites including MSN, Glam.com and Brash.com and across Canwest sites.
“Food Network continues to raise awareness of its wide range of appealing and highly entertaining programming to reinforce that the channel is not just for foodies or about learning how to cook,” said Solange Bernard, Director of Marketing, Lifestyle Channels, Canwest Broadcasting. “The campaign creative highlights the breadth of the channel’s programming and the high reach media vehicles will help us spread the word as loudly as we can.”
Food Network’s efforts to continue broadening the appeal of the channel have been successful to date as results from a Specialty Engagement Study by SRG, examining the top 30 English Canada specialty channels, confirms its high level of engagement with viewers: Food Network ranked as Canada’s number one favourite channel to watch amongst Women 25-54 and third amongst Adults 25-54. Results also showed that viewers were most likely to buy products advertised on Food Network, found advertising on the channel relevant to them and said that watching the channel inspires them to buy things seen on the network more than any other channel surveyed.**
The marketing campaign and materials were developed entirely in-house by Canwest Broadcasting’s Creative Agency, Media Strategy and Marketing Strategy teams.
Sources:
* Specialty Engagement Study, SRG/Canwest, Nov. 2009 A25-54 and W25-54Data
** Specialty Engagement Study, SRG/Canwest, Nov. 2009 A25-54 and W25-54Data